Dragons' Den fans were left furious after one couple looking for an investment made 'tone deaf' comments about Lidl shoppers.
The business show welcomed London couple Will Moxham and Hilary Kennedy as they pitched their vegan meal subscription kit to Dragons Deborah Meaden, Peter Jones, Sara Davies, Touker Suleyman, and Steven Bartlett. However BBC viewers were soon left raging after the duo made 'snarky' comments about the budget-friendly supermarket.
The couple pitched their idea for a vegan-specific recipe subscription box Planthood to the business moguls - which is competing with the likes of HelloFresh and Mindful Chef. Will and Hilary offer their subscription-based service for £45 each, but were met with queries regarding the price tag of their product.
During the pitch, viewers learned they were asking for £75,000 from the investors for a 2.5 per cent stake in their business. Fashion tycoon Touker Suleyman queried why customers would consider paying so much for a kit when they could buy the ingredients themselves at "Lidl for £20".
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.
BBC viewers were not happy with the budding entrepreneurs response and took to Twitter to slam the businessman. 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.
In the end, Dragon Steven offered the couple the full amount they were looking for in exchange for a 7.5 percent share in the business.
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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