BBC Dragons' Den viewers fume at investor Peter Jones for brutal switch

16 February 2024 , 12:56

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Peter Jones was accused of 'letting down' an entrepreneur (Image: BBC)

Dragons' Den star Peter Jones left viewers outraged as he made a major U-turn when getting excited about a product.

The BBC investment show returned on Thursday night, which saw Maria Antoniou, founder of Chocolate Moments, enter the Den in the hopes of impressing the Dragons. She showed off her products - Bar of Crisps - and was given a mixed response from Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and Steven Bartlett.

The snack combined the nations two favourite treats - crisps and chocolate - into a bar. Maria created three options of milk chocolate with ready salted crisps, salt and vinegar cheese and onion. She proudly handed out samples for each of the Dragons to try as Peter appeared excited about the product.

Maria hoped to get an investment for her crisp and chocolate combination (BBC)

He called the combination "b****y brilliant" and urged his co-stars: "It's cracking. You guys haven't lived." During Maria's pitch, Peter ate lots of samples to the point he even joked about having to take a break from filming. Viewers were then left stunned as he decided he wasn't going to give Maria any investment.

Peter said: "It's really, really niche, which is the downside to your product. There's no doubt that I think people will buy it but I think it's a considered purchase because of its price point and I don't think that you're going to find that they'll buy it and then when they run out they are going to buy it again like they do a packet of crisps or a chocolate bar. I think its uniqueness is its potential downfall in terms of building it into a business that could really make it."

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His co-star asked: "After all that you're going out?," as Peter responded: "Yes because I would still buy it, it's just not an investment. So for that reason, I'm out, really sadly.." He then joked: "Can we have a break, I do feel a bit queasy?"

Viewers took to X - formerly Twitter - to share their thoughts as they said Peter had let Maria down. One said: "I like Peter Jones but that was snide to big up her Bar of crisps idea so much and then her let her down #dragonsden." Another added: "After all that, Peter is out and is still stuffing himself!! #dragonsden.'

Someone else commented: "Can’t believe what Peter done with the last chocolate/crisps woman. He was super happy, jumping around and then when it came to an offer he said I’m out! I felt sorry for her, that was just too much after his initial reaction!" A fourth wrote: "How could you lead her on like that Peter?" A viewer quipped: "Bar of Crisps - Peter Jones loved it, actually went a bit bonkers to then it’s not investible.#dragonsden." Another fumed: "Oh Peter you lead her down the garden path!"

Mia O'Hare