Dragon's Den viewers were left furious when one couple 'sneered' about the customer base for their vegan meal kits not being budget supermarket shoppers.
Londoners Will Moxham and Hilary Kennedy appeared on the hit BBC1 entrepreneur show as they pitched their brand Planthood to the panel.
The subscription-based service offers plant-based meal kits for an eye-watering £45 a pop.
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However, when Touker Suleyman asked why they felt their customers would pay so much for a kit when they could get the ingredients at Lidl for £20 their response was not popular with viewers.
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."
Viewers didn't hold back as they took to Twitter to give their scathing opinions on the snobby stance.
One wrote: "I despise Lidl but I despise snobs even more. How dare you sneer at people that shop there."
A second scathed: "Stuck up vegan p*****, what's wrong with Lidl?"
A third quipped: "Get the feeling he doesn't shop at Lidl often."
A fourth social media user 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****."
A fifth ranted: "What a pair of t****. Imagine thinking you're so special because you can throw some ingredients in a box."
Pitching their idea to the Dragons Will said: "We're bringing in something really delicious and we really want to show the Dragons a new way of eating.
"We really believe in what we're doing and we're excited to talk about our business and show it at its best."
Hilary added: "It's all plants, and it's putting them at the forefront of what we eat."
The pair were seeking a £75,000 for a 2.5 per cent share in their business but not all of the Dragons were on board with the concept.
However, Steven Bartlett made an offer where he wanted 7.5 per cent of the company for £75,000.
After some consideration, they accepted the offer with Will saying: "Pretty incredible. We got what we needed."
Hilary added: "We're getting married in two weeks, so this is just an unbelievable gift to have."
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