Dragons' Den fans were gobsmacked after Peter Jones made an explicit remark minutes into today's episode.
The businessman appeared on Thursday's edition of the popular BBC programme alongside Steven Bartlett, Touker Souleyman, Deborah Meaden and Sara Davies.
The first budding entrepreneur on the programme was Max Reuter, who was hoping to win some investment in an alcoholic drink named Moonshine.
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The Dragons each tried a sample of Moonshine after listening to his initial pitch - and Max suggested they take the boozy drink neat over ice.
However, Peter opted to drink straight from the bottle - and made an explicit comment after he was taken aback by the hit from the 25% proof drink.
He said: "That's some serious s**t, isn't it?"
Viewers following the show on Twitter were surprised the comment wasn't censored since it aired before the 9pm watershed.
Ollie said: "S**t word before watershed?"
Peter added: "S bomb on #dragonsden from potty mouth Peter!"
Connor posted: "Did they just miss a bleep on ‘that’s some serious s**t’ at 8pm?"
Jennifer commented : "Someone just said s**t at 8pm on the BBC!"
Lew tweeted: "Did he just say s**t before 9pm on @BBCOne? Naughty behaviour from the Dragons"
Josh said: "Peter Jones swearing!!!!"
Max wanted £200,000 in return for 5% equity, but the Dragons were unimpressed the investment was only in the UK branch of the German business - and decided against investing in the product.
Dragon's Den airs at 8pm on BBC and iPlayer
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