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Dragons’ Den viewers blast Peter Jones and accuse him of ‘leading on’ entrepreneur for scoffing her crisp-flavoured chocolate bars – before declining to invest


Dragon’s Den fans has criticised investor Peter Jones for appearing to get extremely excited over a product – then declining to invest.  

Entrepreneur Maria Antoniou, founder of Chocolate Moments pitched her innovative product, the Bar of Crisps.

The Dragon’s featured last night’s programme included Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies and Steven Bartlett – and their response to the pitch was mixed. 

Maria’s snack combines two of the nation’s favourite junk food items – chocolate and crisps – combined to make a bar featuring both.

There are three options, all milk chocolate, one with ready salted crisps, one with salt and vinegar, and one with cheese and onion. 

Entrepreneur Maria Antoniou. She is the founder of Chocolate Moments, and pitched her  product, the Bar of Crisps, on Dragon's Den last night (pictured)

Entrepreneur Maria Antoniou. She is the founder of Chocolate Moments, and pitched her  product, the Bar of Crisps, on Dragon’s Den last night (pictured)

Dragon Peter Jones (pictured) was criticised for getting so excited about the product - and eating so much of it - before deciding not to invest

Dragon Peter Jones (pictured) was criticised for getting so excited about the product – and eating so much of it – before deciding not to invest 

Maria handed out the samples, with Peter openly excited about the treat.

He branded the combination ‘b***** brilliant’ then told his fellow dragons: ‘It’s cracking. You guys haven’t lived.’  

Viewers noted that Peter was eating lots of the samples brought by Maria, to the point that he joked about feeling queasy before asking for a break in filming. 

However, many viewers were left shocked after, despite his enthusiastic reaction to the product – Peter declined to invest.

He 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.’

His response meant he was criticised by X (formerly Twitter) commentators, who felt that he has encouraged Maria before then letting her down. 

Maria's product, the Bar of Crisps, which combines crisps with milk chocolate in three flavours - one with ready salted crisps, one with salt and vinegar, and one with cheese and onion

Maria’s product, the Bar of Crisps, which combines crisps with milk chocolate in three flavours – one with ready salted crisps, one with salt and vinegar, and one with cheese and onion

Fans of the show were shocked by Peter's lack of investment after his initial excitement over the project

Fans of the show were shocked by Peter’s lack of investment after his initial excitement over the project

One wrote: ‘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’.

And another added: ‘After all that, Peter is out and is still stuffing himself!! #dragonsden.’

Even fellow Dragon was bemused by Peter’s reaction.

He said: ‘After all that you’re going out?’

To which Peter responded: ‘Yes because I would still buy it, it’s just not an investment. So for that reason, I’m out, really sadly..

More viewers chastised Peter for his initial reaction - getting the woman excited before letting her down

More viewers chastised Peter for his initial reaction – getting the woman excited before letting her down

He then joked: ‘Can we have a break, I do feel a bit queasy?’ 

Among the other criticisms on X, one said: ‘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!’

Another wrote: ‘How could you lead her on like that Peter?’

Meanwhile a further commentator asked: ‘Bar of Crisps – Peter Jones loved it, actually went a bit bonkers to then it’s not investible.#dragonsden.’

Another simply said: ‘Oh Peter you lead her down the garden path!’ 



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