- 4 months ago
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00:00When it comes to bullshit, I've got natural immunity.
00:04Lord Sugar is on the hunt for a brand new business partner.
00:08You don't get furloughed, you get fired.
00:11Fighting it out for his funding, 16 ambitious entrepreneurs.
00:20It's a deal worth fighting for.
00:23Have we got you all in?
00:24Just from that angle.
00:25Okay, you guys, there's some shit going down in here.
00:27It's not quite there, yeah.
00:28Let's go, let's go.
00:2912, 16 candidates.
00:31You're very sharp.
00:3212 tough tasks.
00:34We don't know what you're bloody doing.
00:35This product is garbage.
00:37One life-changing opportunity.
00:39You're fired, you're fired.
00:42You messed it up.
00:43You're fired.
00:53Previously...
00:54I've arranged for you to sell live on one of the country's
00:57leading shopping channels.
00:59Akshay was in the hot seat.
01:01This is something we should be able to completely smash.
01:04But quickly got burned.
01:05It is absolutely life-changing.
01:07Can't claim it to be my life-changing, okay?
01:09Don't say life-changing.
01:10Catherine and Stephanie were under pressure.
01:12It is now £59.99.
01:13It is now £59.99, guys.
01:15And their sales failed to heat up.
01:17I can't believe we ever sold any.
01:19On the other team, Brittany was running the show.
01:22It's actually my childhood dream to sell on TV, so I am so excited.
01:26But Harpreet called the shots.
01:28Tell Aaron to swing her about.
01:29Swing her around, Aaron.
01:30Swing her around, Aaron.
01:31Swing her around, Aaron.
01:32Get up, Aaron.
01:33And sales for their star product...
01:34Oh, we've got a caller.
01:35We've got a caller.
01:36We have a caller.
01:37We have a caller.
01:38Stole the limelight.
01:39They sold 56 products, totalling £2,544.
01:43Stephanie was nearly tuned out.
01:46You were responsible for getting the ring.
01:48And the bottom line is, you didn't get it.
01:50But Akshay...
01:51You have lost eight out of nine tasks.
01:54..was turned off.
01:56It is with regret that you're fired.
01:59Now, six candidates remain to fight for the chance
02:03to become Lord Sugar's business partner.
02:164am.
02:20Hello?
02:21Good morning.
02:22Lord Sugar would like you to meet him at Kidzania
02:25in West London.
02:26The cars will be outside in 30 minutes.
02:29Guys!
02:30Wake up!
02:31We're going to Kidzania in West London!
02:35Oh, my God!
02:37Come on!
02:38Where did he say we're going?
02:40Oh, Kidzania.
02:43It's one of those, like, huge play things for children.
02:46But Aaron could be good at that
02:47because he's the only one that's got children here.
02:49Only two boys left now.
02:51Oh, yeah, it's getting serious, man.
02:52That's it.
02:53We are so close now to the final five.
02:55Oh, no.
02:56One last hurdle and then we're there.
02:58I think at this stage, I don't think there's room to play it safe.
03:12You need to go big or go home.
03:14Big or go home?
03:15Wow.
03:16Bold claims right there.
03:17Go big or go home, Akeem.
03:18If you want to pack your bags now, you can.
03:25Kidzania, London.
03:27Miniature city.
03:29And immersive play space.
03:32Feeding big ambitions.
03:34Good morning.
03:35Good morning, Lord Sugar.
03:36Good morning, Lord Sugar.
03:37Well, as you can see, Tim isn't available for this task.
03:50So Mike Suter has stepped in.
03:52Now, for those of you who get through the next boardroom,
03:55you're going to get to see a lot more of Mike,
03:57but a lot has to happen before we get to that point.
04:00So let's get down to business.
04:02Welcome to Kidzania, London.
04:05This is a place where children get to role-play real-life jobs.
04:10But to ensure the growth, health and development of children,
04:15it's important for them to develop a healthy nutritional diet.
04:20So for your next task, I want you to create a healthy new baby food.
04:27You need to brand and design the packaging
04:30and also create your own and unique dish.
04:34Tomorrow, you'll be pitching your baby food to two major retailers.
04:39The team that secured the most orders will win,
04:42and on the losing team, at least one of you will be fired.
04:46Now, I'm going to change the teams around.
04:48Aaron and Brittany, move across to diverse.
04:54Stephanie, move over to infinity.
05:00Everything clear?
05:01Yes, a little sugar.
05:02Good. Off you go.
05:06Two days to grow a baby food brand
05:09before delivering in tomorrow's pitches.
05:11So, baby food.
05:13Yeah, baby food.
05:14First job.
05:15We need to win this, because we need to be in the final five.
05:18Locator leader.
05:19So, in terms of project manager, anyone feeling to put themselves forward?
05:23Has anyone got any kind of background in either kind of food manufacturing or kind of babies?
05:35I've got background in babies, obviously.
05:38But that was, yeah, 15 and 11 years ago.
05:42Yeah.
05:43I think because I've got the experience of babies.
05:45Yeah.
05:46I'm more than happy to do it.
05:47If anybody else wants to, let me know.
05:48Yeah, I'm happy to support you, Aaron.
05:49I'm also happy to support Aaron.
05:51Across the way.
05:56I'm happy to put myself forward as project manager for this one.
05:59I do have a vision in mind.
06:00With Harpreet at the controls.
06:02Yeah, I'm happy to have you as project manager.
06:04Yeah, but I'm happy to.
06:05OK, cool.
06:06The team brainstormed baby food.
06:09So, guys, in terms of dishes, I'm actually pescatarian.
06:12I'd love to hear, so have you got any fish ideas?
06:14What kind of cuisine would you be thinking?
06:16Yeah.
06:17For me, I don't want to play it too safe.
06:18We have to think unique.
06:20We could go for something maybe Pan-Asian.
06:22I'm thinking of going down the curry route.
06:24Having an Indian curry at home is such a popular cuisine
06:27for people to have.
06:28It would be lovely if your baby could join in
06:29and have their little curry as well.
06:31So, I think with fish, that's easily achievable
06:33because fish is quite soft.
06:34It's not going to get stuck in their throat.
06:36They don't need to chew it too much.
06:38I've got far in this process.
06:40I've only lost one task so far.
06:42So, I'm not going to start changing the way I am
06:44or the way I do things.
06:45I need to keep it going.
06:47I think Middle East and me, personally.
06:49That would be my preference.
06:50Cool.
06:51Veering towards veg...
06:52A lot of people are going, like, the vegan route,
06:54the vegetarian route.
06:55That was what I was going more toward.
06:57Aaron handpicks tasks for his team.
07:01I've seen you branding and you're so creative,
07:03but at the same time, you know about nutrition.
07:05So, I think in terms of the kitchen...
07:08I really think I'd be better on the branding.
07:10I think I've proved that I'm one of the strongest branders in the process.
07:13No, you have done well.
07:14I definitely think I would be better on branding.
07:15I agree.
07:16So, I'm going to put you two on branding.
07:17Yes.
07:18Because you're really, really talented.
07:19I think we will be very, very strong on branding.
07:20This is what we do.
07:21This is what we know.
07:22Exactly.
07:23And I think we could create something very, very good.
07:25Just have freedom and free will to do what you do best.
07:30I'm not sure what Aaron was thinking.
07:32He gave them no specific brief,
07:34so he could be in real trouble
07:36if they come back with something that he doesn't like.
07:38Just be as creative as you possibly can.
07:40Good luck in the kitchen.
07:43Also putting people in their place...
07:45In terms of my skill,
07:46I feel really confident going on to the flavour side of it.
07:49Project manager Harpreet.
07:52I think two heads on the branding side will be better than one.
07:54Yeah.
07:55In that case, Steph, I'd love for you to be sub-team leader.
07:57Yeah.
07:58In terms of colours and things,
07:59I'm thinking maybe something like blue.
08:01I don't mean baby blue.
08:02I mean more of a vibrant navy blue, maybe.
08:04I quite like the idea of a little bowl
08:06because that's what you would have a curry in.
08:07Do you want fish on the packaging?
08:09Let's not lead with the fish.
08:10OK.
08:11Let's come up with something a little new.
08:12Let's take a little bit of a risk.
08:14You know, offer baby something new to try.
08:18Harpreet is spoon-feeding her team
08:20the things she wants them to do,
08:22but the problem with that,
08:23if it doesn't work out,
08:25there's only one person to point that dreaded finger at.
08:28We'll do it.
08:29OK, yeah.
08:30Don't worry about that.
08:31Let's go.
08:32I'm going to go to the kitchen
08:33and start making some baby food.
08:34It's going to be awesome.
08:36Remember it's for a baby though, not you.
08:38OK.
08:3911am.
08:40Half of each team sets off to wrangle recipes.
08:45The rest will give birth to brands.
08:49One thing that's concerning me is he voiced in this brainstorm.
08:52I know what you're going to say.
08:53He said, you have complete freedom.
08:55Yeah.
08:56But the whole point of the PM is to bring this together
08:58so that there's synergy between the two teams.
09:00Yeah.
09:01We're walking away and he's given us no vision.
09:04At the test kitchens.
09:06Your raw ingredients need to be cooked
09:08and then you need to add your liquid in and puree it.
09:11A briefing on baby food from industry experts.
09:15The texture is really important at 10 months.
09:17You want it to be a bit lumpy.
09:19However, you don't want your baby to choke.
09:21Choke.
09:22Got it.
09:24Next on Harpreet's plate.
09:25I'm going to let you get on with it.
09:27Yeah.
09:28Find flavours which fit the fishy brief.
09:30OK.
09:31I'm just going to quickly try out a dish with the salmon.
09:33So, let's get a nice chunk of salmon.
09:38Let's give that a little blend.
09:41OK.
09:42That looks good.
09:43Veggies.
09:44Spinach.
09:45Let's get a bit of greenage going on.
09:47Cauliflower.
09:48What about a cheeky carrot?
09:50So, now I'm going to create a little bit of a tomato-ish base.
09:57Little bit of fresh coriander.
09:58Bit of ginger.
09:59Tiny, tiny bit of turmeric.
10:01Garam masala.
10:02That's going to add a little bit of depth.
10:04Calm it down.
10:05Tiny drop of coconut milk.
10:10I've tried to create something that's high in protein.
10:13Lots of green veg and colourful veg and some spices
10:16which have all kinds of extra benefits attached to them.
10:21I still think it's a little tangy, but it's a nice flavour.
10:27I don't want to over-complicate things and have stuff for the sake of it.
10:31Set on a vegetarian dish...
10:32So, I think I'm going to go lentils.
10:35Aaron gives his ideas the taste test.
10:38I'm just going to put some sweet potato in.
10:41So, what I'm going to do is just puree the sweet potato
10:44with the butternut squash.
10:46I can bang that in there.
10:48Now I'm going to put a bit of cumin in
10:49so it can get a bit of flavour in.
10:51And then, you can have a bit of lentil in there.
11:00Oh, horrendous.
11:01At the minute, it's just mush.
11:03So, I'm going to try adding a bit of rice.
11:08Aaron himself was very passionate about the idea
11:12of being a vegetarian-based meal,
11:15yet he's only used two vegetables in the entire recipe.
11:19I mean, that's crazy.
11:21It tastes like, I would say, a Moroccan medley.
11:25Which I think that's what I'm going to call it.
11:28Central London.
11:31Design base for both teams.
11:33Leading photography studio, House of Fuji.
11:36Hi!
11:38Nice to meet you guys.
11:40Priority for Stephanie and Akeem.
11:42I've got a few ideas to kind of throw out there
11:44that we could refine on.
11:46Conceive a baby food brand name.
11:48Bubba's Little Dishes, Bubba's Bites, Bubba's Little Bowls.
11:52Why do you mean Bubba?
11:54Because it's a baby.
11:55Oh!
11:56Little Bubba.
11:57OK, I was a bit confused.
11:59I just thought it was sweet, it was cute.
12:00Say it again? The one?
12:01It was light.
12:02Bubba's Little Bowls.
12:03Done.
12:04Do you like that?
12:05I like that.
12:06Do you?
12:07I don't know what Bubba meant.
12:08I've never heard that.
12:09Well, if you haven't heard of it, then I'm wary.
12:11Miniature meals?
12:12No.
12:14Your first foodie, like our first foodie, my first foodie.
12:17First-time foodie.
12:19I like that.
12:20Should we do first-time foodies?
12:21First-time foodies?
12:22First-time foodies?
12:23That's even better.
12:26Across the hall...
12:27A Little Taste Adventure.
12:28I absolutely love that.
12:30Cool.
12:31For Catherine and Brittany, brand name ticked off.
12:37Hello, Aaron.
12:38How are you getting on?
12:39Yeah, good.
12:40I've gone with a Moroccan style with it.
12:43OK.
12:44But it's more like a Moroccan medley.
12:45I put some Moroccan couscous in there.
12:48And some brown rice to thicken it up a little bit.
12:51Lentil.
12:52Some sweet potato.
12:53And some butternut squash.
12:56Could you've...
12:57Yeah, OK.
12:59Could you have just done just brown rice or just couscous, or did you have to have both?
13:03No, I didn't have to have both, but I banged the couscous in, and it was still quite...
13:07Weren't really a good texture.
13:08OK, we've got to go, just because we've got a lot to get through.
13:10Speak to you in a bit.
13:11Bye.
13:12Thanks, bye.
13:13Obviously, normally you would either have couscous or brown rice.
13:16You wouldn't have both.
13:17Yeah.
13:18And then I thought that it was going to have a lot of vegetables in, and it's got...
13:21Packed full of vegetables.
13:22We've only got sweet potato.
13:23And butternut squash.
13:27Hello.
13:28Hey.
13:29Driving her team through the details.
13:31This recipe is a salmon and spinach curry.
13:34Project manager Harpreet.
13:37Please grab a pen and paper.
13:38I need to tell you the ingredients.
13:40Tomatoes.
13:41We have coconut milk.
13:42Spinach.
13:43Onion.
13:44Cauliflower.
13:45A little bit of carrot.
13:47And I want you to mention some of the nutritional benefits of this baby food.
13:51Just go with what's best.
13:52Don't deviate from what we're trying to achieve here.
13:54OK, guys.
13:55Good luck.
13:56Have fun.
13:57Oh, there's no extra added salt or sugar.
13:59There's no salt or sugar.
14:041pm.
14:05Next, for Katherine and Brittany.
14:07Can we quickly brainstorm?
14:08Yes.
14:09What icons say, scream adventure to you?
14:12Perfect.
14:13Create a logo for Little Taste Adventure.
14:16Could we do like a magnifying glass with like the world inside that?
14:18I don't know how we would incorporate that with the logo name.
14:20I'm just brainstorming.
14:22We could make it look like a saucepan as well.
14:24No, too much of a stretch.
14:26I guess it would have to either be a magnifying glass or a saucepan.
14:29Or a saucepan.
14:30If we can get something that incorporates that and that and looks like a kid.
14:33Yeah, wait.
14:34This could work.
14:35Is there any way you think you'd be able to create that?
14:36Right.
14:37Let me explain this.
14:38So basically, yeah, this is a frying pan.
14:40If you looked like from a bird's eye, it would obviously be a circle.
14:44And that's where the world would be.
14:45But it would be kind of like slanted.
14:47Any particular orientation with the image?
14:50No, I think we just need to get it on there if that's okay.
14:52Yeah, as long as it looks like a globe.
14:55Yeah.
14:56I love that!
15:00I think they've ruined a really decent brand name by creating a frying pan
15:05which looks like a magnifying glass with the world in it.
15:08That doesn't mean anything to anybody at all.
15:11Because we now write Little Taste Adventure.
15:14Yeah, so that taste is written great and then move that along.
15:16Yeah.
15:17I think we want something that people can spot from a mile away.
15:21Breathing life into first-time foodies.
15:23Do you want to start with maybe the colours of the packaging going around the jar?
15:27Yeah.
15:28Is that correct?
15:29Yeah.
15:30Akeem and Stephanie.
15:31That's a nice blue.
15:32Let's just try that all over.
15:33Cool.
15:34Let's move on to the logo now.
15:36First-time foodies will be in white.
15:38I quite like that.
15:40If we could have an Asian-looking bowl for the two O's.
15:43We're horizontal bars across.
15:45Just two.
15:46Perfect.
15:47Just like that.
15:48Can we just back that out so we can see the label as a whole, please?
15:51We need to add the name of the dish.
15:52Salmon and spinach coconut curry.
15:54Can we put the salmon and spinach coconut curry above where the ingredients...
15:56Are you sure you don't want it at the front?
15:57Well, no, because if we're trying to sell the brand as bigger than just the actual thing itself...
16:03Okay.
16:04Cool.
16:05They've created this label for their baby food, but when I look at it, all I see is first-time
16:11dyes.
16:12I mean, what parent wants to see that on the side of baby food?
16:15I think we haven't done a bad job.
16:17No, no, I think so.
16:18I think so.
16:21Print's deadline looming...
16:22Can you go up one?
16:23...Brittany focuses on the finer details.
16:26Keep going down, please.
16:28Keep going.
16:29Keep going.
16:30I think we just choose...
16:31Just to be safe, should we...
16:33Is that definitely right?
16:34Yeah, that's fine.
16:35We haven't got time.
16:36Can we make the background red?
16:37Okay, yeah, that's fine.
16:38Next, can we put Moroccan medley in the middle, please?
16:41Can we put that, like, in a square box?
16:43You know when you can, like, do a straight line?
16:44Oh, God.
16:45Okay, Britt, we might need to move on, cos we've got three minutes.
16:47No problem.
16:48You know when you can get, like, a pen and draw a line?
16:50Britt, I think we're taking too long.
16:52I don't know what I'm trying to describe.
16:53Britt, I think we need to move, like, three minutes, alright?
16:54All right, you're sucky.
16:55I think we should have vegetarian protein, vitamin...
16:57I think we should call it vegetarian European medley as well.
17:00Okay, that's fine.
17:01And then, can we just zoom out, go, please?
17:03Oh, just not happy.
17:06Yeah, I'm not happy.
17:08I'm really not happy.
17:09Brittany kept going over the font, and I was trying to say,
17:12let's move on, but she wanted to get it perfect,
17:15but as a result of that, we've missed a lot of time,
17:18so it was really hard.
17:21Yeah.
17:23Across town...
17:25So, first thing I'm going to do is get my salmon on,
17:27so I can just start cooking.
17:29While Harpreet creates a sample batch for tomorrow's pitches...
17:32Cauliflower.
17:34Carrots, carrots, carrots, carrots.
17:36Still refining his recipe...
17:38Bang that in there.
17:40Project manager, Aaron.
17:48There's something not right with that.
17:51It needs more, Bryce.
17:56Bang some rice in there.
18:00That was surprisingly straightforward,
18:02and in this process I've decided, from start to finish,
18:04to go in my gut, literally, and I think, at the end of the day,
18:08I think I've got what I wanted, so why mess around with something
18:11that doesn't need to be messed around with?
18:13It must be all right, because I keep eating it.
18:16It must be all right.
18:17It must be all right.
18:18It must be all right.
18:19It must be all right.
18:20It must be all right.
18:21We want Finn to be nicely in the chair, and we want him to be reaching for a spoon.
18:26Taking the lead on a first-time foodies poster.
18:30He wants to experiment.
18:31He wants to try something new.
18:32So, we're going to try and capture that in one picture.
18:35Finance manager, Akeem.
18:37So, can we just change the orientation?
18:42So, essentially, Finn is facing us.
18:46That's fine.
18:47Right, we've got...
18:48We haven't got very long, so we might need to smash this out if possible.
18:51We are going for Pan-Asian cuisine,
18:54so we could have him reaching towards the east.
18:57If we could just start shooting.
18:59So, the spoon first, but he's reaching for us.
19:02Yeah, so he's reaching for us.
19:04No, we need to crack on.
19:05Akeem, we need to just stop focalising the image and actually get on with it.
19:09The direction is predominantly me.
19:11I'm quite good at, like, pushing things forward.
19:13Obviously, it was Akeem's idea, but sometimes he gets a bit, like, faffy,
19:16and so I need to kind of streamline that.
19:18Is there anything that we could do to make him smile?
19:20Erm, could you sing the song?
19:22Oh, my God.
19:23If you're happy and you know it, clap your hands.
19:26If you're happy and you know it, clap your hands.
19:29Are we a distraction, do you think? Should we leave?
19:32Yeah, yeah.
19:33Let's leave.
19:34Pulling together their poster.
19:38There's definitely ones that we can use.
19:40Catherine and Brittany.
19:42Yeah, that's cute.
19:43OK, cool.
19:44What I'll do is I'll just grab your logos now.
19:47While you're grabbing the logo, we may as well pull it on and put it at the top as well, please.
19:50Yeah, of course.
19:51We want it to look like she's kind of got a plate of food, but it is like the earth.
19:55Yeah.
19:56OK.
19:57Being a baby is all about discovery.
19:59But I think because being a baby is all about discovery, do you?
20:02That doesn't make sense, though.
20:03Because being a baby is all about discovery and it's time, but it doesn't make sense.
20:07But that leads on to its little taste adventures because being a baby is all about discovery.
20:11And then we would go down and say dot, dot, dot and it's time.
20:13It's your call, but...
20:15OK, let's just get it on.
20:16Yeah.
20:17There are too many cooks in this particular kitchen right now.
20:20They are just talking all over each other.
20:23They're contradicting what the other one says.
20:25The poor designer is sitting there just not knowing what to do.
20:28We need to get that text in in the right place and we need to change the font and we need to change the...
20:32We've got a lot to do still.
20:34Labouring over their layout.
20:36Is there any way that we would be able to add our logo and tagline, please?
20:40Akeem and Stephanie.
20:42Shall we add some bullet points or keep it literally to that?
20:46It's quite minimalistic.
20:51In my mind, I don't really want to superimpose any images or writing on top of any of the people.
20:59Maybe the first-time food is a bit more to the left and then a few tiny bullet points in that little space of what our food is offering.
21:08They've got a poster, but I've got to say, not a lot of thought has gone into it.
21:11They've got a photograph with a few words added to it.
21:14I mean, it's not very creative.
21:16I don't think that we would want to add more content to the picture.
21:19It's not meant to be busy.
21:20It's not meant to be busy.
21:21Yeah, exactly.
21:22Perfect.
21:23Yeah.
21:26Bye.
21:28I just like it.
21:29I'm done.
21:30Flavours finalised.
21:31Let's take it to print.
21:33Brands in place.
21:34Bye.
21:36Tomorrow, convince two major retailers to buy into their brand.
21:437am.
21:44Can I see what you guys have done?
21:47For project manager Harpreet.
21:49Give me.
21:50I'm desperate.
21:51A first look at her label.
21:53What are your thoughts?
21:56The only thing is, if I saw that on a shelf, I'd have to really pick it up, really turn it round to really read in small, oh, it's a salmon and spinach curry.
22:05Yeah.
22:06I think I would have maybe advanced the logo a little.
22:08I think the font is quite basic.
22:10Like, literally, essentially, that looks like, you know, like a blue food plaster.
22:14Yeah.
22:15With the name on.
22:17It's not really clear from there who we are, what the brand is.
22:21So, I think we're going to have to just really bear that in mind when we're pitching to the retailers.
22:27Across the hall.
22:28So, the fact that they've got an adventure and it's about discovery, I think it's absolutely fantastic.
22:33Branding approved.
22:35Next, the big reveal of Aaron's baby food.
22:40So, this is the dish.
22:42The dish of the day.
22:43Okay.
22:46What do you think?
22:53It just has that, like, just quite stodgy beige feel.
22:56Yeah.
22:57It doesn't have enough vegetables in for us to go down the healthy route.
23:00What veg did you want in it?
23:01I would have maybe put in, like, carrots or tomatoes and things like that.
23:04Yeah, cool.
23:05Just so that we could say it's full of vegetables.
23:06Yeah, cool.
23:07The concerns that he had was I wanted more veg in there.
23:10I said it was very beige.
23:12But at the same time, I wanted to not overcomplicate things and I weren't putting any more ingredients in that.
23:17We just have to have these meetings to make sure that we can think of what will come up in the pictures questions.
23:21Yeah.
23:22And I think the only thing that I can imagine they're coming back with is it's vegetarian, but there's not very many vegetables in.
23:26I can taste the fish in there.
23:28I can taste the fish.
23:29For team foodies.
23:30I think it tastes all right.
23:32Yeah.
23:33Taste test complete.
23:35Akeem, you can talk about, obviously, the vision of it.
23:38Next, first peek at their promotional poster.
23:41We structured absolutely everything in here.
23:45So we got the high chair because that's where a baby would normally eat.
23:49And we have the tagline in the top left-hand corner.
23:53And then we also have just a logo that is just quite fun, endearing, first-time foodies.
23:58Nice.
23:59And obviously the positioning is he's reaching out east to the east side of the world.
24:05So East Asia.
24:06I love that.
24:07I think the poster looks fantastic.
24:10The storyline behind it that I had created, I thought it was great.
24:14I really think that the poster is going to be very eye-catching and memorable.
24:18Akeem, I'm going to ask you to please go and do the consumer testing.
24:22Let's go and smash it and let's go and pitch these.
24:24Yeah, I feel really happy with where we are.
24:26Well done.
24:27I love the concept of it all.
24:28Yeah.
24:29So I think let's just push, let's pitch and let's get a lot of orders.
24:32Yes.
24:3410am.
24:35Half of each team heads off to gather feedback on their brands, while the rest plan their pitches.
24:44I'd like to bounce off each other.
24:45Yeah.
24:46I know I'm the project manager, but you are really strong at pitching as well.
24:48I also feel like we're quite similar.
24:49So if I miss something, jump in.
24:51If you miss something, I'll add on to it.
24:52Yeah.
24:53I feel like we'll both be able to bring lots to the table.
24:55Well done.
24:56Well done.
24:57Hatfield.
24:58Good morning.
25:00First stop for first time foodies.
25:03We'd love to invite you just to grab a little sample bowl and a jar.
25:06The world's largest online grocery retailer, Okada.
25:10When you're selecting a baby food, you want something that is healthy.
25:15You want it to be made from quality ingredients.
25:17And that's why we've created first time foodies.
25:20Now, the most important thing about a label is essentially having all the information on
25:24there so that the parent can make an informed decision when they are picking up your brand
25:28on whether they would like to invest in your brand or not.
25:31You touched on that it's really important to have all the information on the front of
25:35pack.
25:36Yes.
25:37With that in mind, why have you not put the flavour profile on there?
25:40Obviously, it's really hard to fit everything within that one and we wanted to make sure
25:45that with our tagline there and with our logo there that they understood what the brand
25:50stood for.
25:51I would say customers coming in to buy quickly.
25:53If they don't have the flavour profile on the front of the pack, they're more likely to
25:56buy something else.
25:57Ok.
25:58So, if you would like the flavour profile on the front of that package, that is certainly
26:01a reconfiguration that we can do.
26:04So, I think it's time to address the elephant in the room.
26:07You have one or two seconds to grab a parent when they're browsing an incredibly crowded
26:12market on our website.
26:14Your logo in that instance reads, First Time Dies.
26:18I think you should probably try and explain to us how you didn't pick that up.
26:25We didn't foresee that, but if it was an issue for you, as this is just a prototype,
26:31we can certainly figure a way out where it would be more appropriate for you so that
26:35it is clear that it says foodies and doesn't mention that word.
26:38So, if the logo's unfinished, the packaging's unfinished, do you think it's particularly
26:43professional?
26:44I completely understand what you're saying and, as we said, we can refine that from
26:48your feedback.
26:49Thank you so much.
26:50Thank you so much for your time.
26:55Ok.
26:56So, we have a huge issue with the word dies, ok?
26:59We're going to have to say, by the way, the intention is to move these bolts to the side.
27:02I don't think we should highlight it, because in the next pitch they may not notice that.
27:05It's really difficult to not notice that.
27:06Yeah, but you say that, but none of us three noticed it.
27:08Ok.
27:09It's just there are some major issues with that packaging.
27:11We're going to have to try and build that into our pitch somehow.
27:15The biggest issue is, from this label, it looks like we want to kill children.
27:19So, we are going to really have to think about this in the next pitch.
27:23This is the one thing that could really make or break us.
27:26Let's go.
27:27Hello.
27:28Next, through the door.
27:32If you would like to come on up and take some products, please.
27:36Aaron's vegetarian creation.
27:39Little Taste Adventure.
27:41Our brand will be originated from the souks of Marrakesh, with our vegetarian Moroccan medley.
27:50We aim for you to be on our journey with us.
27:54We here at Little Taste Adventure are on a mission to revolutionise bland baby food.
28:01The product is so thick, I don't understand how you're supposed to get it out of the pouch.
28:06A ten-month-old baby will not be able to squeeze a product this dense out of a pouch.
28:12Initially, we wanted something that was a bit chunkier, so that it can kind of stimulate chewing from the baby.
28:17But again...
28:18I've been chewing a long time with this.
28:19That's really good feedback for us for when we go back to finalise this recipe.
28:23The second problem I have with this is your branding's around taking us on a flavour journey.
28:27This is probably the most bland baby food I've ever tasted, but where are the vegetables?
28:31Where are the greens?
28:32Yeah, that's a really, really good question itself.
28:34One thing I didn't want to do is lose the identity of Morocco, so...
28:37And we also didn't want to make the flavour overpowering for the baby.
28:40The logo that you have is very unclear to me.
28:44Is it a frying pan? Is it a magnifying glass? It's just not very obvious.
28:48It is supposed to be a frying pan, but also a magnifying glass, so we wanted to use the frying pan to represent the food.
28:55I don't think a frying pan depicts health, though, does it?
28:59Thank you very much. See you. Bye-bye.
29:02Oh! That was intense.
29:05You did amazing. Oh, God. Oh, my gosh.
29:09The team seem to think they've done really well, but I'm not so sure.
29:13I think unless they start to address some of the core issues here in the second pitch, they could be in real trouble.
29:19North London.
29:24Oh, it's very stodgy.
29:26Catherine gets the lowdown.
29:29It's just so, like... Look at that.
29:32...on Little Taste Adventure.
29:35Yum, yum. Thank you.
29:37So, if you want to go ahead and give it a go, and let me know your thoughts.
29:41What do you think?
29:50No?
29:52Just maybe it just needs to be a bit softer.
29:56OK.
29:57A bit wetter.
29:58You've got brown rice, couscous, sweet potato, that's quite a lot of stodge.
30:03For a American adventurous food, it is, I'd say, a little bit bland.
30:07OK.
30:08I would have liked to see other vegetables, maybe.
30:13Summer seems to be enjoying it.
30:15Oh, she is.
30:16She is.
30:17On the other team...
30:18Ooh.
30:19Oh, Otis is loving it.
30:21...Akeem looks for fans of first-time foodies.
30:24What are our first impressions of the logo?
30:27The first thing that comes to mind is the word dies.
30:32OK.
30:33No, absolutely.
30:35And yourself?
30:36It's the dies as well.
30:38That did come to mind.
30:40The word dies.
30:41OK.
30:42The packaging, the labelling doesn't really stand out.
30:44Like, if I saw this on a shelf, I wouldn't really understand what it's for.
30:48Slight concern that it actually says dies.
30:51Something that was completely overlooked by myself and Stephanie.
30:55So, a little bit of a concern, especially when we talk to the buyers.
30:594pm.
31:00Next for Harpreet's team...
31:05How did the pitch go?
31:06A pitch to High Street Giants, Iceland.
31:09I think we're lucky in the packaging.
31:10I think we're lucky in the packaging.
31:11It actually says, first-time dies underneath.
31:15I also had the same comment about the dies part, which is unfortunate.
31:18So, as you can imagine it wasn't great, but the taste was fantastic.
31:22OK, so, the way that you've just said that to me, obviously, I'm going to ask you to take
31:25the consumer research segment in the next pitch.
31:28Yeah.
31:29I think while we've got this in our brains, guys, should we go and pitch this to the client?
31:33Yeah.
31:35Next door...
31:36They said it's quite thick, quite stodgy.
31:38Feedback gathered.
31:40Now, decide a strategy.
31:42So, we had a few difficult questions.
31:45OK.
31:46You know what?
31:47I tried to bat up as much as I possibly can, Brittany did.
31:48The taste, they said it was beige.
31:50Yep.
31:51They wanted more veg in it.
31:53They said it was quite, like, bland and stuff.
31:55If you see us, any of us struggling, I'm going to just give you a look...
31:58Yep.
31:59..of help.
32:00OK.
32:02First, through the doors...
32:03Please do feel free to try it and sample it.
32:06Akeem, Stephanie and Harpreet.
32:09We wanted to create a baby food brand of today that parents are looking for.
32:14So, the first thing that I'm going to talk to you about is our name,
32:17First Time Foodies, and we are so passionate about that name
32:20because we really think it encapsulates the vision
32:23that we are trying to create with this brand.
32:25Stephanie, you talked about the logo.
32:28Yeah.
32:29To be honest, when I look at it, what I see is First Time Fuck Dies.
32:36OK, I completely understand what you're saying.
32:40So, we didn't actually notice that,
32:42but I'm really, really glad that you did kind of highlight that.
32:45So, if you aren't happy with that and you think that that reads like that,
32:48we are happy to change that branding for you
32:50to make sure that it reads to the consumer.
32:52If there was ever a word that you don't want associated with babies,
32:56it's that word on the end dies.
32:58What we would love to do is...
33:00Akeem has done some great consumer research on babies.
33:03Tell them how these babies loved it.
33:04Yeah, so, I think the first thing just to start off with is
33:07every single parent said that the flavours, the taste,
33:10is the main reason that they would...
33:12I think the product actually tastes really good.
33:14I just can't get over the piece around dies.
33:17We feel strongly about the brand, the name and the concept,
33:20and we know it's strong.
33:21If we had the opportunity to work with yourselves
33:23and look at an order, all we would simply need to do
33:26is make some adjustments to the logo.
33:28Thank you so much.
33:30Michael, Richard, Sanj, good evening.
33:35Next, to try and win over the buyers...
33:37Who's Michael?
33:38Oh, Michael, apologies.
33:40My name's Matthew.
33:42Matthew, I'm so sorry, Matthew, thank you.
33:44Catherine, Brittany and Aaron.
33:47Our first stop would be Morocco,
33:51and that takes us to the Vegetarian Moroccan Medley.
33:56So, firstly, I'd love to comment the brand name,
33:59Little Taste Adventure.
34:01It quite literally refers to the adventure
34:03we would like to take our babies on
34:05by showing them cuisines and tastes from all around the world.
34:08I appreciate your enthusiasm and the passion
34:12for what you're trying to do.
34:14But, for me, you've fallen at the first hurdle
34:17in terms of the quality of the product.
34:19No flavour, stodgy.
34:21We kind of have tested this product
34:23with the consumer feedback,
34:25and the babies love it and the parents did love it.
34:27They tasted this?
34:28They did, they did taste it, yes.
34:29I understand the idea behind adventure.
34:31Yes.
34:32But with regards to the poster,
34:34I just don't think it's clear for the consumer,
34:36you know, in terms of what it is,
34:37what you're trying to do.
34:39Now, these things that you've pointed out,
34:40you are experts in your field.
34:42So, if there's a taste that you're not particularly interested in,
34:45or there's something that you need tweaking,
34:47we're happy to work with you.
34:49I don't think you're going to persuade us,
34:51but thank you for your time.
34:53OK, thank you.
34:54Thank you very much.
34:55I appreciate this.
34:56Bye.
35:01That was so tough.
35:02That was really tough.
35:03Do you know what?
35:04Whatever happens out of this,
35:05I can't say you...
35:06I'm really, really chuffed at how you've done it.
35:08Predominantly, I think the biggest issue was the taste.
35:11They absolutely hated it,
35:12and that comes down to Aaron.
35:13There's no one more disappointed
35:14about the foodies thing than myself.
35:16Yes.
35:17I just didn't see it.
35:18Yeah.
35:19Like, even, like, obviously now, and...
35:23If we lose this task,
35:25I can genuinely say
35:26it's not because of any decisions I've made.
35:29There hasn't been a lack of my leadership.
35:31It's simply been a lack of them following the brief.
35:34Pitch is over.
35:37Orders, if any, will be totaled.
35:40Tomorrow, the boardroom.
35:43We can go through to the boardroom now.
35:53Well, this task, baby food.
36:15What I wanted you to do was to develop the food,
36:19market it, package it,
36:21and present it to two retailers that I laid on for you.
36:25So, Harpreet, you became the project manager, is that right?
36:30Yes, Lord Sugar.
36:31Erm, and the type of cuisine, what did your team choose?
36:35We decided to go for fish,
36:36which is lucky because I am pescatarian.
36:38Erm, I still want to just...
36:39You what?
36:40Pescatarian, that means fish and vegetables.
36:42A pest?
36:43No, a pest, no way.
36:45Pescatarian.
36:47Oh, I see.
36:48Erm.
36:49OK, so, you're the cook.
36:51I'm the cook.
36:52You're the chef.
36:53So, you started off,
36:54didn't you make some concoction, first of all?
36:57I did.
36:58I've quickly knocked up what we have here.
36:59Erm, and the reason I...
37:01Salmon, spinach, coconut, curry, is that right?
37:03Yes.
37:04The main reason I decided to go for this dish
37:07is because I felt I could incorporate
37:09different vegetables and some spices,
37:11which I felt would bring additional health benefits.
37:14And now it's really down to Stephanie and Akeem
37:17on the branding side.
37:18Yeah.
37:19So, this is your product here, I believe, yeah?
37:21I mean, my observation is,
37:23you've been wanting to look at something
37:25that tells you what it is, first of all.
37:27This thing doesn't tell me what it is.
37:30Yeah, I think because you mentioned
37:32that you didn't want fish at the front,
37:34I was apprehensive of putting the dish at the front as well,
37:37so I put it with the ingredients instead.
37:38You put all the ingredients on the back,
37:40it's like a football shirt.
37:41Yeah.
37:42I think, just to sort of clarify,
37:43I didn't want fish as part of the logo,
37:45but we should have had salmon and spinach curry on the front
37:48as you would expect with any dish.
37:49Yeah.
37:50Whose idea was this?
37:51Well, in the morning,
37:52we talked about putting in some sort of Asian bowls.
37:55Are they not Asian bowls?
37:56It looks like...
37:57It looks like a bikini top.
37:59Yep.
38:00And then there's this here.
38:02Yep.
38:03I can explain the poster,
38:04so he's essentially reaching out for a new experience...
38:07So where's the food on there, then?
38:09So the food's inside the bowl, unfortunately...
38:11No, no, it's inside the bowl.
38:13I mean...
38:14Oh, so unfortunately we weren't able to actually have
38:18the product available at that stage?
38:20No, no, no, no, no, no, no, no.
38:22Stop.
38:24The point of a poster is to explain that this supermarket
38:28stocks this first-time foodie stuff,
38:30and our speciality today is salmon, spinach,
38:33and whatever else it was.
38:35Yeah, we would have loved to have put them on there,
38:36but they weren't available as...
38:37No, the words I'm talking about, just words.
38:40Oh, the salmon, spinach and coconut is on there.
38:43Yeah, so there it reads out.
38:45I'm walking down the aisle of a supermarket,
38:47I'm not going to go up there to look at it.
38:50I need it big and bold.
38:52It's taken me ten minutes to explain they don't get it.
38:54I know, I know.
38:55You just don't get it, do you?
38:56Honestly.
38:58The next day, the first pitch, I think,
39:01was to the online retailer, yeah?
39:03Yeah.
39:04So how'd that go? Did they taste the food?
39:06They quite liked it, they were quite complimentary,
39:08but there were some major issues around the packaging
39:12and the way that the logo was displayed.
39:14The only way it was put was there was an elephant in the room.
39:17Yeah, yeah. Is that right?
39:18That's exactly how it was put.
39:19This looks like a packet of cigarettes,
39:21warning me that I'm going to die.
39:24Lord Sugar, when they highlighted it,
39:26there was honestly no-one more devastated than myself
39:28that we didn't see it.
39:29And what is the matter with you?
39:30You are intelligent people
39:33that have put yourself forward as entrepreneurs.
39:37Didn't it dawn upon you what this was when you read it?
39:40Instantly, when I first looked at it, I didn't notice first time dies.
39:44But when it was brought up in the first pitch,
39:47I literally wanted to die because I just thought,
39:50OK, how did we not see that?
39:51OK, so, now, I understand when you went in
39:53to see the second retailer, Harpreet,
39:56you decided that it might be a good idea to say,
40:00look, sorry, look, forget that, just forget the label.
40:05But apparently, Stephanie, you talked her out of it, didn't you?
40:08Because in the previous meeting,
40:10they highlighted that it didn't look professional
40:12for us to come in with kind of like unfinished branding,
40:16that we would just kind of analyse it in the questions.
40:19No, you said they might not notice it,
40:21cos you didn't, so they might not.
40:25OK, now, diverse.
40:28Aaron, I hear it was a bit of a fiasco
40:30in choosing the project, man.
40:32You put yourself forward, first of all.
40:33Yes, Lord Chug, I think the consensus was
40:35I'm the other one who've had children.
40:37How old are your children now?
40:39My eldest is nearly 15, my youngest is just shy of 11.
40:42Quite a while away from baby foods.
40:46But anyway, you're now the project manager,
40:48so you decided that you were going to go with Middle Eastern foods.
40:53Is that your choice?
40:54That's right, Lord Chug, yeah.
40:55I had a look at the base ingredients that I could have,
40:57and lentil has the highest protein.
41:00Right, and not too spicy either?
41:02No, I was called, obviously, we didn't want to have a Moroccan medley
41:05and have something that's going to be really difficult.
41:07Moroccan medley sounds like a band in Casablanca Wedding, isn't it?
41:11Yeah.
41:12Anyway, these two ladies were sent off to do the branding and everything else, OK?
41:16That's right.
41:17Did you give them any brief?
41:18The brief that I said, which you all said,
41:20we wanted to make sure that it's touching on a Middle Eastern feel,
41:22but we wanted to make sure that the children are exploring the world
41:25and different cultures around the world in terms of...
41:28Did you get a bit of a briefing?
41:30Yeah, that idea of going around the world was what we came up in the branding.
41:33We didn't feel like we had any direction, if I'm completely honest.
41:36Was that your fault? No, not at all.
41:37Brittany was really vocal and said, I really want to do branding.
41:40Yourself said, this is a bit of me, I really want to do the branding.
41:42OK, so, ladies, you now are going off on the branding.
41:47Yes.
41:48So, talk to me.
41:49So, we settled with Little Taste Adventure.
41:51We thought that was quite a good vision to go with.
41:53So, were you happy with the packaging in the end?
41:56We weren't over the moon, we felt it was quite basic.
41:58We weren't over the moon?
41:59No, I mean...
42:00You designed the bloody thing.
42:02No, I know, but we spent so much time on the logo
42:04because we found that that was quite important.
42:06We only left five minutes to actually design the actual packaging.
42:10Hmm.
42:11Anyway, day two, we start pitching this to the retailers.
42:15Yes, that's correct.
42:16And our first one, again, was the online retailer.
42:20Who did that?
42:21That was myself and Brittany.
42:22Yeah.
42:23And?
42:24Did they try the food?
42:25They did try the food.
42:26Yeah, they weren't keen on the food at all.
42:28Why not?
42:29Because I probably...
42:30Because it was just bland, to be fair.
42:32I heard this was like you'd use it for grouting in a towel
42:36or in your bathroom.
42:38Yeah.
42:39At the end of the day, that's...
42:40I mean, you're an 11-year-old.
42:41Most probably, if you fed that to her, she'd still be chewing it now.
42:44Probably, yeah.
42:45That's all on me at the end of the day.
42:47I was the one who was in the kitchen on my own.
42:49I mean, see, the thing is, Aaron, is that the bottom line is we're selling food.
42:54Exactly.
42:55Food.
42:56Her one, they liked it.
42:57They tasted it.
42:58They said, oh, this is good.
42:59The food tastes good.
43:00You're saying it didn't taste good.
43:01I'm not...
43:02What did you do to kind of mitigate that?
43:05Yeah.
43:06We said everything in terms of...
43:07They said, well, it was a bit bland.
43:08It could do with more, like, spices.
43:09So, I said, when it gets to production, we can make it how you would like it, really.
43:14All right.
43:15So, how do you think it went?
43:17Project manager any good?
43:19Um, probably not.
43:21I would say that it just lacks leadership and direction.
43:24It sounds like you should have pushed him around in a pram.
43:27I think, at the end of the day, I think I just did what I wanted to do and that was to give
43:32people who were talented the freedom and what I would have liked if we had any issues.
43:37Probably was probably best to let me know.
43:39But, obviously, things change.
43:41Yeah.
43:42All right.
43:43So, let's find out what went on.
43:45So, Karen, how did Infinity get on with the High Street retailer?
43:51Um, well, the High Street retailer you saw, they weren't keen on the brand.
43:56And, um, Alan, they didn't place any orders.
43:58Oh.
43:59Right.
44:00Mike, same thing on this thing, the High Street retailer.
44:03Well, Alan, the High Street retailer didn't like the product or the brand and they placed
44:11no orders.
44:12Also no order.
44:13Well, I'm sticking with you, Mike, then.
44:15How about the, uh, online retailer?
44:18Well, they also didn't like the product or the brand and they placed no orders.
44:25No.
44:26Oh.
44:27And Karen?
44:28Well, they loved the product.
44:32Um, but they couldn't get over that logo.
44:37And, uh, they didn't place any orders.
44:40I've got no orders at all from anybody?
44:44No.
44:45Bloody hell.
44:48Okay, look.
44:51Uh, well, you're both going to have to go off, uh, and have a chat amongst yourselves
44:58and come back in here later on and, um, I'm going to have to work out what we're going
45:04to do.
45:05All right?
45:06The issue of dyes was both of your faults.
45:22It's so disappointing that it's come down to one frickin' word.
45:25We're both not stupid.
45:26We both looked at that logo and obviously so disheartening because now it is a bit clearer
45:31to see.
45:32That logo was created by Steph, so I believe Steph is the one who should go.
45:37In the second pitch, what we should have said is, we've noticed it, we're going to correct
45:42it.
45:43I was more than happy for someone else to take that question.
45:45Without me, we wouldn't have the name, tagline, colours.
45:49I know the logo may be wrong, but Keane didn't have any alternatives.
45:52I did contribute.
45:53I did have ideas and I did exactly what I've been assigned to do.
45:58I'm not going to say that you haven't contributed at all.
46:00I'm not saying that.
46:01Only because I feel in this task I contributed.
46:03I feel that I've done it quite well, so I just want to highlight that.
46:06The failure of this task definitely doesn't lie with me and we can all see that.
46:11The failure definitely lies with the branding team.
46:16You're at your comfort zone with the food, but the main thing that it came down to was
46:19the taste.
46:20It's just really disappointing.
46:21I think it's when you put yourself in a kitchen on your own, not doing baby food.
46:24Absolutely.
46:25And if it does boil down to that, then I'm man enough and I'll take it.
46:28We went vegetarian and there wasn't vegetables.
46:31I voiced that concern from the very beginning.
46:33I knew it was going to be a massive issue and it was.
46:35I just think as a leader, you should kind of just give more in the brainstorm and I said that.
46:40If you're saying to me, Catherine, that maybe you wanted someone to tell you what to do,
46:44when that was your photo, then I could have, you should have said that.
46:47No.
46:48I just made a comment on how I felt in the boardroom about his leadership skills and he's just,
46:53didn't take it well.
46:54If you had any issue with any direction, you could have the balls to turn around and say it.
46:59It's not like that.
47:00What, I said I loved the food, did I?
47:01No, you never said any criticism about me, did you?
47:03There's been ample opportunity to say that she wasn't led.
47:06As soon as I spoke up in the boardroom, she covered her back there straight away.
47:11Yes, can you send all of the candidates in, please?
47:23Six people have put themselves forward as entrepreneurs.
47:39Then my own baby food, I'm staring at six dummies, to be honest.
47:44To not actually get any orders on this in week 10 is incredible.
47:51Aaron, just tell me why you put yourself in the kitchen.
47:56When I spoke to Brittany, I said, you've done nutrition, do you want to get in the kitchen?
47:59And she was adamant, I don't want to go in the kitchen, I really want to do branding.
48:03Why did you really want to do branding?
48:05I'm not a very good cook, I know about macronutrients and kind of the contents.
48:08Look, look, look, look, you don't need to be a good cook to make baby food,
48:12as long as you've got something called a mouly, whatever it's called,
48:15and you chuck all the stuff in and you mush it all up
48:18and you make sure you've got certain ingredients in there, job done.
48:21That's effectively what they did there.
48:23That's what he tried to do there, but instead he made plaster of Paris.
48:27I completely agree, Lord Sugar, but in this process I've always been on the branding team
48:30and all of my ideas have always been put forward and we've won with them.
48:33What went wrong this time? With this...
48:35There was a talk of you saying you ran out of time, is that right?
48:38Yes, so this was with the packaging, we had to do it in five minutes.
48:41Why?
48:42We just spent too long on the brand, we put our hands up to that,
48:44we spent too long on the name, the logo, the brand,
48:47and then we realised we had five minutes so we were just getting all the information on that.
48:51Do I need to teach you about where the big hand is and the little hand goes?
48:55I mean, how long have you been here? You've been here for ten weeks.
48:58To run out of time is a joke.
49:00What we spent time on was trying to create a story, a name, a tagline
49:03that really meant something and that we could progress with.
49:05I was happy with what we produced.
49:07You was happy with what you produced?
49:08Yeah, I was happy.
49:09Maybe I'm going nuts, I don't know.
49:12But what has that got to do with kids' food? I don't get it.
49:15We didn't think too much, we just wanted to relate it back to food.
49:18So anyway, the pitch, they said the food tasted terrible, the texture was too thick to get out of the packet.
49:26Once they said about the food, we kept going just because I think we were all just trying hard.
49:29But for what I heard, I think they were going to end up using tear gas to get rid of you
49:33because you kept going on and on and on.
49:35The guy said to you, no, right? What don't you understand about no?
49:39I see, in fairness.
49:40In silence, Catherine, in sales and what I've always done, I just don't want to give up.
49:45Hmm.
49:46OK.
49:47Anyway, Harpreet, you put yourself on food and I just told this lot here that there's no rocket science in making this stuff.
49:55Any one of those people could have done that.
49:57And you should have been in the branding team.
49:59Yes, I would have loved to be on the branding side.
50:01I can't be everywhere at once and I felt I gave them lots of direction to be able to put their heads together and come up with a brand.
50:08First Time Dies.
50:10Yeah.
50:11It sounds like a Bond movie.
50:13What I can't understand is that when you saw that label come off the printing press, what was your thinking?
50:20Can you read First Time Dies?
50:22So, if I'm being completely honest, I just did not see it.
50:27How could you not see it?
50:28And, Stephanie, how could you not see it and realise, oh, my God, I can't do that.
50:32I can't put that in the market.
50:34Yeah, I'm absolutely devastated that that happened and that we didn't foresee it.
50:38Hindsight's a wonderful thing, but, yeah, I am devastated.
50:41You didn't even need hindsight.
50:42You had the jar with you all day and you still didn't see it.
50:45Did you think he contributed anything?
50:48Or was he like little Jack Horner sitting in the corner?
50:51I would say that the majority of all the ideas were mine.
50:55I think Akim is collaborative in the sense that he does agree with your ideas.
50:58There's not necessarily like a bouncing off of our ideas.
51:01Did you ever disagree?
51:02Did you ever disagree with anybody?
51:04I would have to disagree with that because I feel that in a lot of the past tasks that I have been very assertive.
51:12You did suggest, as Lord Sugar told you earlier, you should have put the flavour on the front.
51:17Yeah.
51:18You said put the flavour on the front, Stephanie said no and you said, oh, OK.
51:21No, and that's something that in the interest of time I wanted to move forward because we had a lot of things to do.
51:27It was a mistake.
51:28No, it was a mistake and I genuinely regret not pushing that hard enough.
51:32OK, look, this is a very unusual situation.
51:36I have both teams, so to speak, have lost, but this is one of the worst products I've ever seen in this boardroom.
51:47You were responsible for making it.
51:52And so it is with regret.
51:54Aaron, you're fired.
51:56Well, Sugar, thank you for the opportunity to come in.
52:06Um...
52:10Just step outside and I'm going to call you back in shortly.
52:13Right, Harpreet.
52:20She did create the food and had it have not been for the first time dyes, the online retailer told me they would have put in an order for 10,000 units.
52:30And what about Stephanie?
52:32Look, you don't have to be a marketing genius to work out that having dyes on the front label of a baby food is not good marketing.
52:39Akeem?
52:41I feel that very few people have respect for Akeem's ideas.
52:46And if his colleagues don't trust him, can you?
52:49Hmm.
52:50So, Katherine?
52:51I thought she was a very weak sub-team leader.
52:54I don't think she kept track of time.
52:56I think she's got still a lot to answer for.
52:59And what about Brittany?
53:00Brittany just doesn't listen.
53:02When she gets criticism, she says, well, thank you for that feedback, I'll listen to that in future.
53:07She's not learning as she goes along.
53:13Yes, send the candidates in, please.
53:15I'll tell you what, people.
53:27Not only have we got the most diabolical situation here with two bad products,
53:32there are going to be four people in what used to be the famous final five.
53:38That's what you've done to me.
53:41Harpreet, you were the project manager in this particular task.
53:44If these two are culpable for this disaster here, which one would you say should be leaving?
53:51Lord Sugar, look, I think they're both responsible for that fatal error.
53:55Someone should have noticed it.
53:56I definitely take joint responsibility in that.
53:58I'm not lying at all with Akeem.
53:59But in terms of collaboration-wise, then I definitely contributed way more to that branding.
54:05Lord Sugar, I take responsibility at every single stage, even in this task.
54:10Why should you stay in this process?
54:12I think that I always contribute to every single activity, and I still was the second person to be the PM twice.
54:20I've been PM twice.
54:21No, but in terms of I was the second person to have been PM twice.
54:24I don't think that matters, it just means where you put yourself in it.
54:26That's an interesting statistic.
54:28Can I say something, if you may? Sure.
54:30I think the one thing with me is that you can never question my contribution.
54:34I always try and put the most forward in every single task.
54:37I am resilient and I keep going.
54:39Hmm.
54:40Lord Sugar, I want to say in every single task that's been a branded and creative task,
54:44my ideas have been the ones that have been used.
54:46Do you know you have a certain trait which you might find useful for me to point out to you?
54:52Yes, please.
54:53That is, when you produce a piece of crap like this, if I say to you it's no bloody good,
54:59you can't keep saying to me, oh no it is, you're deluded.
55:03I think that when I create things I do have passion in them,
55:05but everything that you've said about this I completely agree, it wasn't my finest work.
55:07Can you not see sometimes yourself that it's wrong?
55:10Yeah, I can see that.
55:11And there are times when you turn around and you say, my bad.
55:13Yeah.
55:14My bad, sorry, you're right, sorry.
55:17We know that we can do better than that and kind of with myself.
55:20I've never tried to hide in this process, Lord Sugar.
55:22I've put myself forward from the beginning.
55:24I can lead, people respect me, they always trust me with their vision,
55:27that's why they do elect me as sub-team leader.
55:30OK, I've had enough of listening to this.
55:33I don't want to hear any more from anybody else, OK?
55:37Harpreet, I am taking kind of a global view of the past ten weeks.
55:46So, look, Harpreet, you're staying, OK?
55:51Thank you, Lord Sugar. Thank you.
55:54Catherine and Brittany, I think the marketing of this thing was no good.
56:02Stephanie, you did say the brand was your idea.
56:05The name was my idea with the tagline, not the logo.
56:08OK, listen, I don't want to hear any more now.
56:10Yeah, OK.
56:12Hakeem, you were part of the team that came up with that label.
56:17It was the reason you never got any orders.
56:21And Stephanie, you was the sub-team leader,
56:24and so I suppose it's regretful that I have to point out
56:28that the responsibility lays in your direction.
56:32However, having said that, Hakeem, you are a very highly educated person,
56:39but I don't feel that I've seen much from you in the past ten weeks.
56:45But, Stephanie, erm, it's a tough one.
56:51But, erm, regretfully, Hakeem, you're fired.
56:59Thank you, Lord Sugar.
57:10Well, one thing for sure, my next business partner is going to be a woman.
57:16Even I can work that out.
57:19So, I suppose a kind of congratulations, really,
57:23that after ten weeks you're in the final four,
57:27and I'll see you on the next task, OK? Off you go.
57:30Thank you so much.
57:31Thank you so much. Thank you, Kai. Thank you.
57:48I think that Lord Sugar's made a really big mistake by firing me.
57:51My sportswear business is going to do amazing stuff,
57:54so it's his loss.
57:56Now, four candidates remain.
58:00The search for Lord Sugar's next business partner continues.
58:06Next time...
58:08She's nervous. She should be.
58:10...business plans on trial.
58:12You have submitted a glorified brochure.
58:15Credentials cross-examined.
58:17You're making this up as you go along.
58:19Would I be able to respond to that?
58:20Not necessarily.
58:21Savage.
58:23And in the boardroom...
58:24I don't think this business is for me.
58:26...judgment day.
58:28You're fired.
58:30A double chop.
58:31That means twice the raking to be done over on BBC Two for Tom Allen.
58:35See what Aaron and Hakeem think about being fired now on BBC Two.
58:38And on BBC Three, the world of Premier League football,
58:41discussed by Jermaine...
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