Fussy founders Matt Kennedy and Eddie Fisher managed to secure investments from Peter Jones and Deborah Meaden for their refillable deodorant with sustainable packaging. Bartlett, however, declined to invest.

Speaking to the Metro and other press, Bartlett reflected on the decision, which he admitted still weighs on him as he continues to build his investment portfolio: “I was sat in the Den thinking there’s so many reasons for me to invest in this, and I was on the fence and I fell over the other side of the fence and the minute when I got back to the green room, I was sat there thinking, “Jesus I should have should have done this,” and the business has absolutely done brilliantly.”

He joked that it’s now "annoying" to be such a fan of the product that he uses it "begrudgingly," knowing he missed the chance to be part of its success.

Bartlett’s praise for Fussy’s achievements was well-founded, as the company enjoyed remarkable success, selling out for three months and receiving over 20,000 orders within an hour of the episode airing.

Fussy founder and CEO Matt Kennedy told the Metro: “It was monumental in the impact Dragons’ Den had on the business.

“To give you an idea of the journey we’ve gone on, in the last three years we’ve gone from 0 to £20,000,000 in revenue this year, and a valuation of around £40,000,000.”

When Fussy entered the Den, they sought £50,000 for a 1% stake, valuing the business at £5,000,000. Even the producers were sceptical, calling the valuation "ridiculous" given that the founders had yet to achieve significant milestones.

However, the founders remained confident, and their bold valuation proved justified as they met their targets and delivered impressive results.