BBC viewers of Dragons’ Den were left raging after contestants Will Moxham and Hilary Kennedy appeared on the show last Thursday and referenced budget-supermarket Lidl.
The couple were seeking investment from Dragons for a vegan meal kit brand that they had dubbed Planthood.
Will and Hilary’s subscription-based product would supply customers with plant-based meal kits for £45-each. However Dragon Touker Suleyman quizzed the pitchers on why potential clients would pay such a hefty fee when they could just go to “ Lidl for £20” and buy the ingredients themselves.
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Will said: "I wouldn't use Lidl as a benchmark for our service. It's just not going to happen - the type of people who, up until this point, are paying a premium for this service, are not going to drop this and go to Lidl and plan their meals every week."
"I don't think you're putting yourself into our consumer's shoes," the businessman added.
This left BBC viewers angry and they flocked to Twitter to slam the entrepreneur for his comments, the Mirror reports.
One wrote: "I despise Lidl but I despise snobs even more. How dare you sneer at people that shop there," while a second fumed: "Stuck up vegan p*****, what's wrong with Lidl?"
A third quipped: "Get the feeling he doesn't shop at Lidl often," and another tweeted: " Aldi and Lidl have both won supermarket of the year within the last two years, maybe he should get his head from his a****."
"What a pair of t****. Imagine thinking you're so special because you can throw some ingredients in a box," someone else shared.
The London couple had hoped to get a £75,000 investment for a two and a half percent share in their business but the Dragons were unimpressed with the potential growth of the enterprise.
They did have one offer from Dragon Steven Bartlett who offered the duo what they were asking for but for a seven and a half per cent share in the business.
After talking the offer over, the couple accepted the offer with Will saying: "Pretty incredible. We got what we needed," and Hilary adding: "We're getting married in two weeks, so this is just an unbelievable gift to have."
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