Ready Meals The Apprentice

This is an unbelievable opportunity.

Lord Sugar's in the market for a brand-new business partner.

This process is not about a job. It's about me ploughing £250,000 into a business.

Trust me. There are people in this room that are hungry for this deal.

Here to do battle for his backing, 16 ambitious entrepreneurs.

You told me you can do things, you lot. You can't. You're all a bloody waste of space.

At stake, a quarter-million-pound investment

and a 50/50 partnership with a business icon.

I believe actions speak louder than words.

This is rubbish. This idea is rubbish.

It's a deal worth fighting for.

You're talking nonsense!

Aah!

16 potential business partners.

-Hold me tight.

-Why undermine me?

Will you be quiet, you silly shit?

-12 tough weeks.

-We've got to buy something!

-Big smiles!

-I'm really worried.

-One life-changing opportunity.

-You're fired. ..You're fired.

I don't want to see your face any more. You're fired.

-Previously on The Apprentice:

-Your task today is to come up with an online dating concept

and create an advertising campaign.

-If you can put your arms on his shoulders as if you're going to kiss him.

-Bloody hell!

-Jordan took the lead.

-I want to go on a website because I'm a strong, sexually-liberated woman.

-Looking good.

-But Alex's ad campaign raised some eyebrows.

-Hi, I'm Herbert.

-No, no, no.

Project manager Jason tried to woo the over 50s...

- How about Love Ignition? - That's so cringe.

-..but went through a break-up with his team.

-Jason, you've lost it.

Luisa, you're project manager.

In the boardroom...

-I'll give you the benefit of the doubt.

-..a win for Jordan's team

-and a bad date for Francesca.

-What a total mess.

-Tough love for Luisa.

-It was the most disgraceful display of bad manners in many a long day.

-But heartbreak for Jason.

-Jason, it's the end of the road. You're fired.

Now seven remain to fight for the chance to become Lord Sugar's business partner.

6am.

TELEPHONE RINGS

-Hello!

-Good morning. This is Lord Sugar's office.

-Lord Sugar would like you to meet him at the Gherkin. The cars will be with you in 30 minutes.

-Thank you. Ta.

Guys, wake up! We're going to the Gherkin.

I feel a bit shit about being in the boardroom.

If you're coming across as being aggressive, tone that down.

I get called aggressive. What's Neil? A bloody pit bull? He should be illegal.

-Doesn't Alex have to be PM now?

-He has to be, surely.

-Week Nine!

I've been put forward before and people haven't had confidence in me, whether it's my age

or business experience. I don't know.

- Good morning. - Good morning, Lord Sugar.

Welcome to Searcys restaurant, right at the top of this iconic building, the Gherkin.

This restaurant is well known for providing top quality food for busy executives.

These days, there is a demand for top quality food at home.

The ready meal market is worth over £1 billion a year. Your task is to come up with your own ready meal.

And I have laid on three top retailers who you are going to present them to.

The team that gets the most amount of orders for their ready meal will win.

In the losing team, one of you will be fired. Team Endeavour,

no more deliberation. Alex, you are the project manager.

Done deal. Evolve, sort it out amongst yourselves.

- Everything clear? OK, good luck. Off you go. - Thank you, Lord Sugar.

Ready meals. One of the hottest trends in food.

Combine a top-notch recipe with brilliant branding

and a slice of the market is there for the taking.

But first one team needs a project manager.

I'm happy to let one of you two lead, especially after last week.

I'm definitely happy to put myself forward on the basis of making sure

-we've got an organised, structured approach.

-I'm happy to project manage this as well.

I have no idea about cooking, but I do know that I eat these probably every day of the week.

Em, I guess it comes down to me to decide who.

I'm going to go with Neil. I think you're more of a natural born leader

and just for the sake of ease to work together that may be better.

Next, how to make their dish stand out.

The thing I quite liked was the fusion,

-which was mixing two cultures together. Like a Caribbean Mexican dish.

-Running the other team

-and warming to his new role...

-OK, we have got to create a unique thing.

-..first time project manager Alex.

-One thing I thought about was paella.

I actually think that it might be better if we talk about markets which might be interesting.

-I've said paella just because it's a simple dish.

-Start at the start. Which sectors are we interested in?

We've more chance of being unique with an exciting brand for kids.

'It's important for me to win this.'

I haven't been a PM before. I need to prove myself to Lord Sugar.

For me, I like kids. You can get a really strong brand.

-OK.

-Finally, decide who designs the packaging...

-Myles, I think it'd be key to have you on marketing

-along with myself.

-..and who creates the product.

-Leah, I know you don't like cooking, but the chef will be lovely to you.

-OK.

-Jordan, you're in charge of it.

Lead on that and work together with Leah to come up with a good dish.

-Would you both have any problem if you went to do the food?

-I genuinely wouldn't know where to start,

-as in cooking it.

-I own a cake shop. I can bake, but I can't cook.

Yeah.

-My worry is you know about ingredients...

-I would not claim to be any kind of expert on this at all.

I think we're probably best utilising Luisa's experience with branding to come with me.

'Luisa made it quite clear she wouldn't go to the kitchen,'

despite owning a food manufacturer. Guess what - she's staying with Neil in the branding team.

Are you comfortable with that?

They went at each other in the last task. It wasn't very pleasant. They have to resolve their differences.

-Let's make sure we're on a winning team.

-You two keep the peace.

-Don't worry.

-We'll be fine.

Excellent. Let's go.

With the ready meal kitchens in Derby, cooks from both teams hit the road.

-Do you not cook at all?

-I mean, I can cook...a pie.

-Thank you.

-The rest stay in London to whip up brands.

-For kids, what are you thinking?

-Dracula's Dinners?

I'm thinking about creating a brand of foods from around the world.

A name that I had was Popty Ping. The reason is that Popty Ping is Welsh for microwave.

You could have a character, Popty.

If we do Spain, you could have him dressed as a bullfighter.

It's young people. A niche kind of product for students.

-I've come up with a few names.

-Bounce one.

-Good Stuff.

One strong idea we've got is meals from around the world for kids.

-I really like that.

-I do, too.

-I came up with Deadly Dinners. "Healthy, horrible food".

-I don't like "Healthy, horrible food".

10am.

-Leather Lane Market.

-It's not really raining, Alex.

-With two kids' meals in mind...

-We need to get some feedback if we see women, mums.

..Myles and Alex.

The first option is where we create a brand with various foods, a bit of a geography lesson.

-A little Spanish paella...

-I'd be interested in that.

-It's not paella-flavoured mush.

-Actual proper food, so your kid is eating a prawn.

-That's good.

We are focusing on the kids. We have two very different ideas.

Myles is keen on Dracula Dinners and gruesome things. I'm quite keen to go on the geography aspect.

It can be purchased all year. No one wants Dracula Bolognese at Christmas.

We've got a couple of ideas. One is along the line of Deadly Dinners.

-You make it out to be gruesome...

-They love that. We do it at Hallowe'en.

-Yeah?

The other one links in the idea of geography in food,

-maybe teaching kids about food from around the world.

-Good idea.

-Which do you think is better?

They'd like the monster thing, but adults prefer the geography thing.

-Food for thought.

-I hate it when you say that.

I love the geography thing.

You're educating kids. Mums and dads and shop owners will buy into it.

-Popty Ping. Lovely little dishes.

-I just struggle with that because it doesn't link in.

I've got Popty there on a gondola. Italian, innit?

OK.

-What does that tell you about geography?

-Nothing.

Please, Alex, I'm trying to get you to look objectively at that.

-So what have you got for it, then?

-What I've got is Deadly Dinners.

No, no. For Popty Ping. Bloody hell.

I'm going with the geography idea and you need to work with me

so you're confident enough to deliver a great pitch.

What we're off to now is a Caribbean restaurant.

Because fusion is about bringing two cuisines together,

we're wanting to do a Caribbean dish with a Thai twist, or a Thai dish with a Caribbean twist.

Pushing on with fusion, next stop a West Indian restaurant.

-Welcome to my kitchen.

-Thank you. What I want to get is a Caribbean chicken dish

-that we can put together.

-Perhaps we should do a dry Jamaican chicken.

-It's a bit spicy.

-A bit spicy!

-Yeah, it's spicy.

2pm.

Derby. The development kitchen.

-Hi.

-Hello! I'm Francesca.

-With ready meal experts on hand...

-All your spices here - we've got your whole spices, ground spices.

-..both teams can turn ideas into professional prototype products.

-Let's get cooking!

On Neil's team, charged with creating fusion flavours...

-Hello?

-..entertainment entrepreneur Francesca.

Hello!

OK, we decided to make a Caribbean chicken, right?

-I'm going to tell you the seasonings you need to use.

-Right, listen, I do not cook. Is this simple?

It is simple. You're going to get an onion. Sweat it in the pan.

Add peppers and the carrots, paprika, coriander,

half a stick of lemon grass, a quarter teaspoon of minced ginger,

two tablespoons of desiccated coconut, garlic...

Luisa was very clear this morning. "I don't cook."

Now she's all over it. It's clear she has knowledge.

The paprika, I'd put two teaspoons.

Right.

But Francesca's in the kitchen. She's got to cook, taste. I hope she's up to the job.

Exactly like you'd cook a stir fry.

Stop, stop. I don't cook stir fries.

-You'll just have to try it.

-Try it.

-Then what?

-Then add a tiny bit of passata to make a wet sauce.

Does that make sense?

Fine. 'I can't cook and don't cook.'

And now I've got a three-tiered recipe. I don't know what passata is. Patatas? Passata?

As for Thai noodles with Caribbean chicken... I wouldn't buy that.

I've been royally stitched up by my team members.

-Can you burn chicken?

-..Yeah.

3.30pm.

A London design agency.

-What we're working with is Caribbean chicken.

-OK.

-With Thai noodles.

It sounds different!

-Don't you like Ginger Mister?

-I think it's bordering on going to annoy people.

-You're tying to envisage the chicken coming together with...

-And you wouldn't expect it to be nice,

but it's really good. In the middle of the pack you could have the two flavours almost colliding

with a bit of a pow. Try my pow, like, here.

"Are you powerful enough?"

-Powerful...

-Cuisine.

-Powerful cuisines brought together for powerful minds.

'It takes a strong person to work with me.'

If I am working with a weak person, I'll eat them for dinner a little bit.

-On one side, have ingredients and whatever.

-Description on the side.

Neil is very strong. Together, it feels like we're level-pegging.

It's not boring, is it? That's one thing. It is out there, isn't it?

-On the other team...

-It's not that I think my idea is better than your idea.

My problem is it's not crystal clear. Like or dislike what I'm offering, it's clear.

From Myles, one last stab at his idea.

-So is it Deadly Dinners? Horrible food made healthy?

-Healthy, horrible food.

My mind is going on two blinking ideas! It's tearing me apart.

In the next five minutes, which one can we do a great job on?

Deadly Dinners.

-The kitchen for Alex's team.

-The Bolognese we're happy with?

Yeah, very.

That looks nice.

-There you are, my love.

-Will this burn me?!

Mmm!

Dinner time.

Here's your typical Italian Bolognese, but with prawn.

Last chance feedback for some final tweaks.

-This is a light Italian dressing.

-The theme would be to get children to explore new countries.

-The first one, the tomato one, is very tasty.

-What did you think of the Bolognese sauce with the prawn?

-They're not traditionally put together.

-My children loved prawns.

In fact, when one was very young, she wanted a box of prawns for her birthday.

-So we were...

-I think it works.

-Do you?

-I think it's OK.

What do we reckon, kids? Be honest. Tell us if you don't like it.

You liked the Bolognese one, yeah?

We have Prawns Provencal.

OK, that's with a tomato sauce. OK, cool. Listen, we've ended up...

going with the Deadly Dinners theme. It's the perfect flavour.

-I thought we were working with...

-Yeah.

-To be honest, it's true to form with Alex

that it just suddenly turned.

Signed off and into production, Deadly Dinners.

I think we need to say there's not really any bat's blood in it.

Next, a face for the brand.

I don't whether or not to put fresh fruit and veg around the skull.

-I don't know why. I...

-No.

-'I've stepped out of the design studio.'

They've plonked a skull right in the centre of the packaging.

Where do you find skulls? You find them on dangerous products like bleach

and drain cleaner.

It's got to appeal to kids.

Do I need to cook ginger?

-I think I put too much onion in.

-In Derby, still wrangling with her team's recipe...

-If it was spaghetti, I'd throw it at the wall.

-..Francesca.

-If it sticks, it's ready.

There you go. It's done.

-Hello!

-Hello.

-OK, my name's Francesca.

I'm from Evolve. We have decided to go with a bit of a fusion of Caribbean and Thai.

-What do you think of the idea of Thai and Caribbean together?

-I'm not sure it would work.

-OK.

They have two separate identities.

You want this fusion. I'm not sure whether that works with those two.

-I'm still not sure. The noodles I don't like at all.

-Just a little bit dry.

-Hello!

-'You all right?'

Yeah. They hate the Thai fusion thing. They just didn't think it worked.

-Did you like it together?

-I didn't have a second to even taste it.

If the food doesn't look good or taste good, then obviously it defeats the object of the task.

We told Francesca to try the food. I don't know why she hasn't.

We've got to make a call on it. I think the call we have to make, if Luisa's happy,

-is keep it as it is. The USP is the fusion.

-Brilliant. Got to go.

For Deadly Dinners, two minutes before designs must be finalised...

If we put the vegetables by here, you can put bat's blood pasta by there.

Still tinkering, project manager Alex.

I just think, mate, we keep it really simple. I like it. Move on.

-Is this too thin?

-Let's not overcomplicate it. We're there.

-I don't know. Do you want to do a carrot?

-No, mate, let's not reinvent the wheel where we're at.

'Alex is very frustrating to work with.'

I spent a significant portion of my energy today probably managing Alex as a person.

I had to really be careful how I got him to back my idea.

-I'd be proud to show that to someone.

-Happy?

-I don't want to be a pain, but is it possible...

-No.

I'm happy, mate. Stick with that.

7pm.

Signed off by Luisa and Neil...

-Oh!

-It doesn't look bad.

-It looks great!

-..Oh My Pow!

-This is young, this is funky, this is contemporary.

-It plays exactly to our target market.

-It really does.

-Happy?

-Yeah.

-Me, too.

-Give me a cuddle!

-Are we a dream team?

-We are the dream team.

Luisa seems to have taken on board feedback from Lord Sugar.

She's stopped game playing, she's pulling together with her team.

-There's no in-between with me and you.

-We love or hate each other!

-A love-hate relationship.

I think I'm finally beginning to see a serious businesswoman emerge.

9am.

Despatched overnight from Derby,

-for both teams, sample ready meals.

-Thank you very much. Thank you.

Muhahaha!

-Nice.

-For Alex and his team, Bat's Blood Pasta.

I like it. It's really cool. I would have wanted this as a kid.

It's very dark. It looks Hallowe'eny. 'My main concern is'

it looks like a Hallowe'en meal. You know, very seasonal in that regard.

-It's great.

-That's lovely.

-Tangy.

-Here we go. The moment of truth.

-For Neil, Oh My Pow.

-Those noodles are quite chewy to eat.

-It's a bit bland.

-Thai and Caribbean fusion.

-There's no actual real flavour.

-Yeah.

There's no pow in Oh My Pow.

Today both ready meals must be served up to supermarket giants.

-Half the teams stay home to prepare presentations.

-Deadly Dinners - healthy, horrible foods.

Half set off to gather market feedback.

-Oh!

-I'm really confident we'll sell thousands of them.

-Hundreds of thousands.

-Yeah.

For Deadly Dinners,

a panel of experts.

-I've got here Bat's Blood and Prawn Pasta!

-KIDS: "Eewww!"

Here we go, kids.

Make sure you blow - it's hot.

-What's your favourite part?

-The bat's blood!

The prawns were really good.

-I like all of it!

-You like all of it?

-Yeah, it tastes nice.

-You like it? That's excellent.

Three more dishes that everyone has to share. Who wants it?

And what about the grown-ups?

I as a parent tend not to buy anything with skulls.

I'm not sure if that's appealing.

- I wouldn't think I was buying a healthy dinner for my kids. - Fair point.

I want everyone to play a game.

If you think you might maybe want it, put one hand up. If you really want it, put two hands up.

We've got legs up as well! Would you get your mum and dad to buy that?

Yes!

The tasting session went down a storm with the children.

They loved it. They voted with all four limbs.

The parents, however, not so delighted with it.

The parents, on the whole, said no.

Bye! Whoo!

Whoo hoo! Deadly Dinners.

Take these two out to the first table.

For Oh My Pow, a hungry pack of powerful minds.

-The packaging grabs attention.

-It is good.

-There's no spice in it.

-It's very bland.

It doesn't taste like Caribbean chicken or Thai noodle.

The taste side does let the product down.

Luisa's taking great pride in, "You didn't taste it,

"it's got no seasoning."

"It was flavourless and watery. Thai noodles were dry."

You can cook. You knew what ingredients had to go in it and you were telling me.

You should have told me more chilli!

This one said, "Did you like it?" "Yes, it was good."

"Not spicy enough."

-You all right?

-Mixed feedback. Generally, on the whole, they like the packaging, but it's too bland.

We just need to sell it as we'd add more salt and more chilli.

Yeah, OK. I'll go in and say, "You know what? We'll add more flavour to this if you'll buy in bulk."

Yeah.

Presentations prepared, feedback logged.

-'The kids loved it in terms of taste and of brand.'

-Oh, my goodness! That's fantastic.

Although 93% say it would stand out and catch their eye,

-the conversion to would they buy it...

-32.

-Yeah.

-We need to spin...

-Yeah. Just don't put that in.

-Both teams must pitch their ready meals to three major retailers.

-This is a really big shop.

-Excited?

-Absolutely.

-I'm geared up for it. Let's get in there now.

With hundreds of meals on the shelves, it's a competitive market.

We're from Team Endeavour.

-For Alex's team, first pitch - Asda.

-We're really passionate about what we've created.

We're here and so happy to show you what we've got.

ALEX POPS SEALS Em, the industry itself,

it seems to have gone through a bit of a revolution.

POPPING CONTINUES Excuse the noise. He's just preparing for you something nice to eat.

Sorry.

POPPING RESUMES

-Em, fuelling the market...

-Sorry. The microwave's not on.

-Press the big button at the bottom.

We're really working on the basis that kids love everything gruesome.

The strapline on there is "Healthy, horrible food". Something for the kids and mum.

I have a couple of issues as a mum. You put me off with the packaging.

You're talking about it being deadly and horrible. You would appeal to my two boys greatly.

You don't appeal to me as a mum.

First for Neil's team, upmarket online supplier Ocado.

I'm really happy to present to you Oh My Pow.

Caribbean chicken meets Thai noodles.

The really bright colours make it stand out on your website. We want them to click and buy.

Oh My Pow is creating a new fusion fashion with regards to food.

I think the packaging is really good and would work well online, but it's not very Caribbean.

The feedback we got was that it needed a little bit more spice in the sauce.

If you put in a substantial order with us, we could do that easily.

'I thought Luisa did a good pitch. We made it very clear'

that if extra flavouring can make it better, we'd do that. I think we did a good job.

Serving around nine million shoppers a week, next for Deadly Dinners, Morrisons.

We are so excited to be here today.

Deadly Dinners - what does that say to you?

It says "deadly". It says there's something about that.

Can I ask a couple of questions? I'm a bit concerned about your branding solely because it's Deadly Dinners.

That makes it sound negative. To market that might be tricky.

-Everyone will recognise it's playful, it's tongue-in-cheek.

-You hope so.

- Yeah, that... - The guise is it's gruesome, gory, all those things kids might like.

But we're trying to position it as it is a healthy, nutritious product.

This product would be absolutely perfect for your customer...

We're hoping you can understand the brand and where we're trying to go.

Interestingly, there is one thing I sensed

and that is that the team didn't have that much confidence in Leah because the others kept butting in.

Under the guise of these Deadly Dinners...

Brussels sprouts become Zombies' Eyeballs.

At his second pitch, armed with Oh My Pow...

-Our USP is bringing Caribbean chicken with Thai noodles.

-..project manager Neil.

Over 60% of the people we saw said they enjoyed the combination

of bringing Caribbean chicken together with Thai noodles.

93% said that it would catch their eye on a supermarket shelf.

83% of the people that we questioned said that they loved the name, it was impactful.

'Neil's pitch was incredibly boring, loads of facts, totally unengaging.'

I don't think it was very good at all.

The idea of the fusion thing, I think, is good.

I think the two cuisines, Caribbean and Thai, for me, they don't really deliver on flavour.

Moving forward, it would be seasoned more. We'd use Scotch bonnet chillies and pineapple.

If you placed an order with us, that would be delivered to you.

We can do that quite easily if you were to order en masse.

We want to keep the energy high and go in there and absolutely smash it!

I'm excited to be doing my first pitch. It's way overdue.

Lord Sugar's given me grief for it. I'm really excited to be able to step up because I'm really quite good.

-Why aren't you pitching, Alex?

-I am more of a manager. I've given you the floor. Just do it.

Get it done. Just do it for yourself and also do it for the team.

Final pitch for Deadly Dinners...

-I'm Jordan.

-Hello. Lawrence.

-..the online retailer.

In this market, you are actually selling to two people.

You're selling to the purchasing manager, so the mum or dad of the house, then the children themselves.

We had to work out something that both catered to the parents and children at the same time.

Would you be offering an exclusive?

- Absolutely, for the right deal. - Definitely.

- Well done. That was amazing. - Great pitch, mate.

-Such a good pitch.

-Absolutely, well done.

Well done. Fantastic.

7pm.

For the other team, last chance to convince that Oh My Pow can pack a punch.

This, for us, is a really affordable, value-for-money ready meal

that really targets the people that want to eat it.

I get the concept. That's lovely in terms of trying to get people to explore different flavours.

I think you're not really bringing out taste in your branding.

Because it's such a bold packaging, I'm expecting an explosion of power.

Still at the same cost, we can actually add to the flavour of the Caribbean chicken

and make it exactly what you need.

That's something we're willing to do if you put the orders in.

Yet again the retailers have concluded that the food makes no impact because it's tasteless.

They've tried to sell the idea that they'll develop the flavour, change the flavour, improve the flavour.

It's just down to now whether the retailers believe them.

Pitches over.

Do you think people were disappointed that they liked the brand,

but then when they tried it, it didn't follow through...

-I think what we could have done...

-Come on, Luisa. Keep stabbing me. I haven't felt it hard enough yet.

I'm just saying that was the general consensus. I gave Francesca as much information as I could give.

It doesn't take a genius to try something and think this could be... You could have done that, Neil.

You tried it and you said it was bland. You would have added more chilli and a bit more salt.

Anyway, we can't change it, can we?

Orders, if any, will be placed tonight.

Tomorrow, the boardroom.

You can go through to the boardroom now.

- Good afternoon. - Good afternoon, Lord Sugar.

So, this task was all about ready meals.

I asked you to go off and design and brand some ready meals

and then present them to three major supermarkets in this country.

Alex, I made you the project manager because you hadn't been project manager. Tell me how you got on.

We were quite torn from the beginning. Myles had an idea about doing this Deadly Dinners concept,

making food very playful and interacting with children and a bit gruesome and tongue-in-cheek.

I'd come up with an idea. I just called it Popty Ping.

-"Popty" being the Welsh for an oven?

-That's right. And that idea I had...

It might have gone down well in Swansea, but I don't know about the rest of the country.

The idea I had then was doing food from around the world

and trying to engage children to broaden their taste buds.

I heard from Nick that you were adamant as a project manager

that you wanted to go with your geographic thing.

-That is correct. At one point, I did.

-How did we get this then?

It took some thought not to go with my own personal likes, but to maybe go with someone who has children.

Run me past the idea of the Deadly Dinners.

How did we get these pictures of a skull on there?

Normally, you see a picture of a skull and it's something you keep away from kids.

Kids love everything gruesome and we really wanted to try and create a product

that was exciting children and getting them to really engage with the meal.

What we called this dish is Bats' Blood and Prawn Pasta.

-Bats' Blood and Prawn Pasta? This is going to be part of a range of products?

-Yeah.

-Like Lethal Lasagne maybe?

-Yeah.

-Or Homicidal Hummus or something, yeah?

In general then, folks, decisive project manager or not?

-He listened, I think. That was the strong point.

-Listened or was browbeaten by you?

I think I put quite a lot of energy into perhaps making him see it was the only real, genuine idea we had.

-Right, OK. On Team Evolve, Neil, I believe you are the project manager?

-That's correct.

-How did that come about?

-Just myself and Francesca put ourselves forward.

Luisa didn't want to put herself forward this time? Felt a little bit sore from last week, did you?

I wanted our team to unite and I didn't want any arguments.

I just wanted us to work together well and win.

Well, he was your project manager.

-- OK? - Good.

-I like working with Neil.

-All right. What did you do, Neil?

-Well, I split the team into two.

I sent Francesca to do the tasting and make sure we had a good-tasting product.

You are in the kitchen. Right? And you two are doing what?

-To come up with the creation of the brand and the name.

-"Oh My Pow!"

Sounds like a dog food.

Before we left, we agreed we wanted to go with fusion food in terms of the cuisine

and try and create something that's really unique and that's what we set out to do.

-So you mixed Thai and Caribbean?

-That's correct.

-How did you think it tasted?

-I didn't even taste it.

-You didn't taste your own food?

-I made it as quickly as possible.

That is the most bizarre explanation I have ever heard in my life.

-KARREN:

-The problem Neil had is neither of the ladies cook.

-I can cook basic food.

-You made it clear you don't cook at all.

-Yeah. That's what...

-It became clear I had the most knowledge out of the three of us as regards cooking.

OK. The next day, you take this Oh My Pow and this concoction here

and you go to a group of 32 people.

Let me tell you what they had to say.

"Tasteless. Serving suggestions...

"Don't serve it."

We realised that, so we hit that head-on with the retailers...

I heard that there's more heat in a snowman's nose than that thing.

It didn't have the pow, so we put that into the pitch and told them we had great feedback about the brand.

Great feedback about the brand? I heard somewhere down the line that a figure of 93% of people liked it.

You're pitching me market research. You pluck a few bits and pieces out.

This is food. They didn't like the food. Anyway, how did you get on in your pitch?

I really put passion into it. I really tried to sell the brand.

Laborious, I think. Karren said it went on for 20 minutes.

-I did actually...

-A bit like your food, bland and unexciting.

Yeah.

All right, let's find out what went on then.

Karren, the online supermarket Ocado? How did your team get on?

They liked the concept and they said if you put a bit of pow in your recipe,

they'll give it a trial and they'll place 300 orders.

-300?

-Mm-hm.

-OK.

Nick?

Well, they did like the product.

They placed 1,000 orders on a trial basis. 1,000 orders.

Karren, what happened at Morrisons?

Again they liked the concept, but they said it was just too tasteless to consider placing an order.

-No orders?

-No orders.

Nick, your team in the same supermarket?

-They were uncomfortable with the name and were not prepared to place any orders.

-Also no orders.

While I'm with you, Nick, Asda?

They felt the product was just plain wrong.

No orders.

Oh, no orders.

Karren, and how did your team do?

Again they really liked the concept.

And they believed Neil when he said he would improve the recipe.

And on that basis, they're going to trial 2,500 packs.

Evolve, that means you got 2,800 orders.

Endeavour, you only got 1,000 orders.

So, Evolve, you've won. You pulled it off.

Your treat this week is that you're going to the Bedford Autodrome

and you'll be spinning around in a Ferrari.

-Oh, my God!

-I hope you enjoy yourself and I'll see you on the next task.

-Thank you very much.

-Thank you.

-Thank you, Nick. Thank you, Karren.

-Oh, my God!

They loved the concepts and pitches. Well done, everyone. Great work.

I think it's fair to say that, in our lives,

we've all had seafood come back to haunt us.

I'll see you soon. Come back and we'll discuss a bit more.

As you know, one of you will be fired.

-So nice to meet you.

-Who'd like to go first?

-Definitely me. I usually lead the way, Russ.

-Oh, my God!

-Are you sure I can't have your go?

-No. Out!

-Bye!

-She might have just pipped you.

-Yes!

Laters, loser.

She's got to change gear!

The only reason we've lost this task is because the product and the design is totally wrong.

The whole Deadly Dinners concept I followed you on is totally wrong.

I should've done the idea I thought was acceptable for parents,

but I listened to a parent and it's cost me. The brand was wrong. That's down to Myles and he's going home.

I think the skull scared some people away.

-That was too strong.

-Yeah, there was a lack of clarity about who the real buyer was.

I think that's my baby, that brand, and if it's come down to the fact that the brand's wrong,

then I'm absolutely a key part of that.

-Can you send the four of them in, please?

-Yes, Lord Sugar.

You can go through to the boardroom now.

No orders from a couple of the people that you pitched to. Any idea why?

The whole brand and message was totally incorrect and they could see no future for it.

-I wouldn't suggest it's totally incorrect.

-Well, let's analyse why we never got any orders here.

I'll read off to you some of the things that one of the leading supermarkets had to say.

"Mum is our customer and the packaging must appeal to Mum."

They said, "This is something that won't sell to the parent."

The irritation I have is that I went with something aimed at the kids,

not with my gut instinct to go with what the parents would like.

Why didn't you say that when we were designing the packaging?

-So you go to some school, yeah?

-Yeah.

-And there were some parents there.

-Yeah.

Some of the parents said they disliked the combination of the healthy and horrible.

"Suggests healthy IS horrible. Tend not to tout things around with skulls. Implies poison."

What is the point of going to a research group if you take no bloody notice of them?

We took some strong feedback from the kids who really engaged with the product.

Of course they loved it because it's a bit of terror...

If you made a "slugs and snails and puppy dog tails" Deadly Dinners, yeah, kids would love it.

-Parents wouldn't buy it.

-I think you were swept away with the enthusiasm of 50 or 60 children.

Of course they loved it. They're egging each other on. It's fun. They've never done this before.

The supermarket you pitched to, Leah,

the man said he couldn't get a question in edgeways because a load of other people were jumping in.

The pitch went round in circles and they started asking questions before Leah could finish her pitch.

-I'm not sure Leah fully had their attention.

-It wasn't a wonderful pitch. I admit that.

But it was as strong as yours, Myles, which was as dull as dishwater.

-Jordan delivered a blisteringly good pitch.

-Jordan's was the best of the three quite easily.

Jordan, how did you persuade the online retailer to make a 1,000 orders if the other two couldn't?

I thought they could run a double campaign, on one side focusing on the children and brand recognition,

and on the other side, focusing on parents and the fact it was something you didn't need to feel guilty about.

Right, what I want to get to the bottom of here

is who is responsible for the ultimate branding of this product.

-The ultimate branding and the responsibility for this product is with Myles.

-Myles?

-I'll take that.

-And do you believe it's the failure of the task?

It's an integral part of the failure of the task. It was the only idea.

I was working independently. You don't have a clue about where the brand should be pitched.

-On my own, that's the best I came up with.

-We've lost this because I followed you based on the fact

that I was thinking you're a parent, you know what you're looking for.

-The branding...

-You were sat with me when we were creating that product.

It's like a microwave meal here. Things are getting heated, but we're going round in circles.

The fact is the only reason we've lost this is because we've totally run with the wrong brand. That's it.

Why didn't you stick to your original idea? Are you weak?

There are two aspects. I wouldn't have had full co-operation from Myles if we didn't go with the idea

and if I've got a parent with me who says that is what they would buy for their kids,

that's experience that I cannot learn or I cannot have.

Right, so...

Alex, you're going to bring two people back into this boardroom.

I'm only going to bring in Myles just because I think that is where the task has failed.

-I'm very pleased with Leah and Jordan's...

-I asked you to bring two people back in here.

-The only one I can bring in on performance would be Leah.

-OK.

-Jordan, go back to the house. I'll see you on the next task.

-Thank you, Lord Sugar.

You three step outside. I'm going to have another chat with Nick.

One of you will be leaving the process, OK?

Alex, he's a young boy, he's enthusiastic.

He can't focus on the end result. He just gets carried away with the enthusiasm

and he runs down in various, different directions, making snap decisions and it becomes a mess.

Leah, she's obviously a very, very clever girl,

but in the past nine weeks, has she come up with anything?

She may well be academically gifted, but in this boardroom she has very little presence.

Then again you've got Myles who all of a sudden has piped up and defended himself

on this marketing idea here,

but he went off the rails as far as that's concerned.

Send them through, please.

Lord Sugar will see you now.

Alex, Myles is back here because you're going to say

that he is totally responsible for the failure of this task in your mind then?

Purely on the fact that there was the strong point...

You're not when you had the ultimate call on we're doing it or not?

To some extent as well, yes. That's why I was only going to bring myself and Myles in.

I'm glad you brought Leah in because I've got a few questions to ask her,

not just on this task, but also about what you've contributed in the last nine weeks.

Week in, week out, I perform in whatever role I am given.

Last week, I was a director and this week, I was made chef.

That doesn't put you in the frame of glory, but I have delivered.

I don't think you can say that I haven't performed. I have performed week in, week out.

I'm talking about coming into business with me, a £250,000, 50/50 business. Can you do that?

Of course I can do it. I am the most reliable, consistent person in this process.

I am the person that will deliver.

I am the type of person you'd give £250,000 to and think, "She won't do something crazy."

I am a sensible person. I deliver task after task in any role I'm given.

I have performed in every single sector that you need me to perform in to be a business partner.

I'm raising the issue because we're here in the ninth week now.

You know, there's three more weeks to go

and one of you, including those that are back at the house at the moment,

is going to be my business partner who I'm going to invest £250,000 in.

Up until about two minutes ago, I haven't heard you speak.

I know you're asking what I've done. What has Myles done? I have outperformed Myles on every task.

-Other than sell a few vegetables, I'm not sure what you've done.

-What has been your creative output?

You're very good at picking on other people's ideas and slating them

without actually putting your head above the parapet.

Right, Myles, Mr Monaco...

You come across as somebody at VIP clubs in Monaco

and bumping into His Royal Highness, Prince Albert of Monaco.

You won't bump into him in Loughton in my premises, I can promise you.

Do you think you've performed in the last nine weeks, Myles?

I do. I only know luxury brands and high net worth.

I've been selling beer at markets, fruit and veg, flat-pack furniture.

It's almost been Twilight Zone, not just out of my comfort zone.

And you, Alex, you sit there passing the blame there.

You're a young man, OK, who claims he's started up some business somewhere, yeah?

-I set my business up when I was 19 in a garage...

-This is your tombstone business, is it?

It's a house sign, an opening plaque and a memorial business.

-Your proposal to come into business with me is a legal umbrella company?

-That's correct.

Put it this way. I sold my slate business and I've invested some money in a CCTV company.

-In three months, that's done incredibly well.

-Slate, video, legal?

-Yeah.

-Have you got any qualifications as far as law is concerned?

-No, as far as law is concerned, no, not at all.

What I always say to young people is you need to stick to what you know.

I totally agree. You come up with ridiculous, ludicrous suggestions.

He comes up with these silly ideas that don't tie into his expertise.

-I am a realistic prospect.

-But Leah, how come it's successful?

-Alex, not owned by you, my love.

-Leah, it clearly is.

You can't start a law company with absolutely no knowledge of the sector. It's silly and unrealistic.

And Richard Branson can't go off and do spaceships with no concept of making spaceships?

I wouldn't even categorise myself in his league.

I understand, but I'm really trying to go for my end goal which is this.

-Fine, but you've gone from tombstones to video cameras and now you want to do the law?

-Yeah.

-You have a bit of a grasshopper brain.

-That's not correct.

-OK, OK...

-I've proven I can do it.

-OK, I got it.

Sorry.

I think it's very clear that Leah holds you responsible for the failure...

No, I hold Myles responsible for the failing of this task. This man has been in business for 23 years.

I have just about been on the planet that long.

Give me strength! Sometimes it's best to keep your mouth shut.

-He didn't deliver on it and he did the graphics, the name.

-Take the advice and be quiet.

-Myles, please!

Alex, you should have stuck to your guns on this thing here.

But I do admire your enthusiasm.

You're very, very young, right?

And I have to say that for someone as young as you, you are someone to be admired, yeah?

Leah...

You've spoken up in these last few moments.

I see a different person there, but, um...

-I am a quieter individual, but I can deliver. I'm a reliable...

-I don't want to hear any more from you now.

I mean, here you're rattling off like an AK-47 machine gun now.

You've spoken more in the last ten minutes than you've done in the last nine weeks.

Myles, um...

The fatal error is you got your customer wrong.

But...

Alex...

I think you're a young, enthusiastic chap and I want to send you off with a bit of advice.

Try and stick to something, right, and you're going to succeed, OK?

But at the moment, Alex, it is with regret, you're fired.

Thank you very much for the opportunity. Karren and Nick as well, thank you.

Myles, an outsider looking in on this may think you have got away with murder here.

OK? It's my 45 years in business that tells me that you deserve to remain in the process.

-Thank you, Lord Sugar.

-Having said that, it's getting very tough, very competitive now.

This leniency won't be around any more. The same applies to you, Leah. The pair of you, back to the house.

I'm so sorry.

This has been my first time as project manager. Unfortunately, it didn't work out.

I should have carried on with what I would've done and we would have won this task.

But I've still got my end goal to work towards.

Who do you think, Jordan, is to blame for the task?

It seemed like Alex was in serious trouble and Myles had a lot to answer for.

If Leah doesn't come back, I'll be really sad.

Myles!

How are you, mate?

Do you want to talk us through what happened?

-I felt so bad. Alex is such...

-He's a big character, the funniest bloke.

But it's getting really serious now. You're on your merit as a person, not just how you perform on a task.

This is "business plan, are you a realistic investment"?

Yeah, he just said that basically, apparently I haven't spoken.

She bloody well did then!

In the fight for Lord Sugar's quarter million pound investment,

six candidates remain.

-Next time...

-I want to see if you can grow a business from scratch in 48 hours.

Do you sell a lot of these?

-Hats on...

-I look like roadkill!

Look at the state of us!

-Gloves off.

-Nothing is selling. How will we win on this performance?

-And in the boardroom...

-A safer investment? What bleedin' world do you live in?

..a dressing down.

No discussion here. You're fired.

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