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Dragons' Den viewers have slammed guest star Joe Wicks as 'vain and self-obsessed' as they demanded to know 'what he's doing' on the show on Thursday.
The workout guru fitness fanatic, 39, particularly ruffled feathers online by suggesting 'eating good food' instead of taking an entrepreneur's vitamin supplement.
Cousins Issa and Ash Patel, were hoping to impress Joe and the normal panel of dragons with their high-absorption melt in the mouth vitamins.
The family business sells dissolvable multivitamin strips for adults and kids, eliminating the need to swallow large tablets or dissolve them in water.
However, the panel were not convinced after some of strips were sticking to the roof of their mouths - and fitness guru Joe had his own reasons for being unsure.
He said: 'Guys, great pitch and I do respect innovation. I'm just so sceptical about creams, you know, anti-ageing this, powders and formulas and all these things - and it's another product ultimately trying to make someone feel healthier.
Dragons' Den viewers have slammed guest star Joe Wicks as 'vain and self-obsessed' as they demanded to know 'what he's doing' on the show on Thursday
The workout guru, 39, particularly ruffled feathers online by suggesting 'eating good food' instead of taking an entrepreneur's vitamin supplement
'But I'm a food guy. I'm a fitness, movement, hydration, sleep, food. So try and convince me why, if I walk past this in Boots, why should I buy this instead of eating really good food and getting a good nights sleep?'
The businessmen explained: 'When it comes to taking supplements, we're trying to prevent issues taking place. So, we're not gonna make a claim that having a strip for a few days is going to give me an afro again.
'It's about keeping on top of the vitamin supplements in your body. It's a supplementary regime not a replacement for a healthy and balanced lifestyle.'
And when it came to investing, like the other dragons, Joe bowed out and decided to give the product a miss.
Explaining his reasons, he said: 'Guys I just wanna say, I do think you've had a great idea and for me you're a great salesmen, you know your stuff, you're both really intelligent and understand this product that works.
'You're clearly doing the research, but for me I'm just such a sceptical it's really hard for me to go against that sceptical mindset. I'm out.'
Viewers rushed to X to criticise the comments, with some not enjoying the concept of guest dragons at all.
They wrote: 'Is Joe Wicks playing stupid? Some people need supplements for a variety of reasons. It simply isn’t a case of “eat better” #dragonsden.'
'Joe Wicks is such a mindless p**** sometimes. Not everything can be cured with food #dragonsden.'
Cousins Issa and Ash Patel, were hoping to impress Joe and the normal panel of dragons with their high-absorption melt in the mouth vitamins
Viewers rushed to X to criticise the comments, with some not enjoying the concept of guest dragons at all
'No boring food or wellness pitches please. Unlikely with Joe Wicks on. #DragonsDen.'
'Joe Wicks will be on Celebrity Masterchef next !! #dragonsden.'
'Joe Wicks is so annoying...so vain and attention seeking! #dragonsden.'
'Turned on Dragons Den, saw Joe Wicks, turned off Dragons Den #dragonsden.'
'Oh shut up banging on about yourself Joe #dragonsden.'
'Since when was Joe Wicks an investor? #dragonsden.'
'Why do Dragons Den need to add in guest judges #DragonsDen.'
'We don't want celebrity guests joining in #DragonsDen.'
Thursday's instalment was the first of the new 22nd season of the popular business show, with Trinny Woodall and Emma Grede set to guest star in upcoming episodes.
Regular dragons Peter Jones, Deborah Meaden, Touker Suleyman, Sara Davies, and Steven Bartlett are also back for the new season.
