During their pitch, Peter said the low-calorie ice cream with 60 per cent less sugar was “about as useful as mudguards on a tortoise”.

Even though he though he thought the pair were “incredibly investable guys,” he couldn’t get past the aftertaste, and had to exit the deal.

After tasting the product Sarah Willingham was “quite shocked” by how good it was but she was unimpressed with the pair’s projected £1million turnover and £35,000 net profit for 2017.

She said: “I expected them to be much higher than that with what you’ve come in and asked for.”