Dragons' Den viewers were taken aback when Peter Jones uttered a swear word after drinking some powerful alcohol.
Fans were shocked after the businessman said "s**t" while sipping the powerful concoction on this evening's episode, which aired at 8pm.
Peter, 55, drank from a glass of O'Donnell Moonshine, which has products marketed at a strong 50 per cent proof.
He swigged the beverage neat from the jar, before wincing and speaking under his breath, with fans picking up on him saying "s**t".
His fellow judge Deborah Meaden joked "it's quite strong" as she laughed at Peter struggling to finish the drink, adding: "It's 25 per cent."
One fan said on Twitter : "S bomb on #dragonsden from potty mouth Peter!"
Another social media user wrote: "Did Peter just say 'That's some serious s**t'. Ofcom will have a lovely time tomorrow."
Keeping it simple, a third person said: "Peter said s**t..."
A fourth person commented: "Peter Jones saying the s word before the 9 O'Clock!"
There have been a number of surprising and dramatic moments in this season of Dragons' Den, including a spat between Touker Suleyman and his fellow dragon Stephen Bartlett.
Discussing their thoughts on a serum which turns normal dry paper into eco friendly wipes, Stephen and Touker found themselves locking horns as Touker blasted the 28-year-old over his lack of experience.
As the debate got more heated, Touker barked: "Never disagree with me! Because I've got a lot more experience than you.
To which an unfazed Stephen questioned: "In social media?"
Retaliating, furious Touker yelled: "What do you know about business?"
In response, Stephen clapped back: "What do I know about business Touker? I built a £300 million pound business at 28-years-old."
The same product which prompted the argument also led to disgust from some viewers on social media, when the idea was explained.
Describing the product, entrepreneur Georgia said: "You wouldn't clean your dishes with a dry wash cloth and certainly, if you had poo on your arm, you wouldn't be satisfied just wiping it with dry tissue."
Following her description of the product, business guru Stephen Jones said: "So, you guys said this gel helps you when you have poo on your arm. I'm a bit confused if I have been doing it wrong all these years."
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In response, hopeful Georgia said: "In some nationalities, it's acceptable to leave residue on their private parts."
Taking to Twitter to share their horror, Dragons' Den fans shared that they felt 'nauseous' after the segment.
"Who on earth leaves s**t residue on themselves after wiping their bums? That's SICK #DragonsDen ," one quipped.
"Feel literally nauseous after watching #DragonsDen. WTF!!! I was eating my dinner," another echoed.
Dragons Den airs on Thursdays, on BBC One.
