Series 22 of the long-running programme, which sees entrepreneurs try to convince a line-up of millionaires to invest in their businesses, restarted on Thursday, October 2.
During the episode aired on Thursday, October 9, business partners Steve from Swindon and Sam from East London pitched their business Notorious Nooch – specialising in vegan seasoning.
The co-founders said they were hoping to get Deborah Meaden and celebrity guest Joe Wicks on board ahead of their pitch.
The pair presented their three flavours of seasoning, cheesy, smoky bacon and grilled chicken, looking for £100,000 of investment for 20 per cent equity for their “fast-growing” business.
Steve said: “We would love to reinvent the way people get their essential vitamin B12 using our delicious plant-based nutritional yeast seasonings.”
He added: “They’re designed to be used by the handful so you can throw it on beans, soups, salads, pasta. It makes a great cheese pasta sauce.”
Sam added that their products had been stocked in 600 stores nationwide, including Holland and Barrett and they had been running for four years, turning over £18,000 in year one and £77,000 in year three.
The branding proved controversial among the Dragons, with Joe Wicks praising their designs, but Touka Suleyman called it “terrible” and said it looked like “Kentucky fried chicken gone wrong”.
They explained to the Dragons that they own a £1.5 million Agency business and designed the packaging within their own team, but this raised some concerns in the den.
“Are we investing in your hobby?”, asked Steven Bartlett.
The co-founders replied that they were focused on Notorious Nooch as their business and planned to grow it in the next three to five years.
Meanwhile, Peter Jones challenged their business idea and asked for a 30 second advert, but did not feel like the entrepreneurs answered their question of why he should care about the product.
Touka Suleyman concluded: “This is not investable”.
Deborah Meaden, who is a vegan herself, also failed to be convinced by the business, while Sara Davies explained she had been won over by the product but did not feel the pair were passionate enough, explaining that she views the process as investing in the entrepreneur rather than a product.
Steve and Sam left Dragons Den without being offered any investment from the six Dragons.