Dragon's Den star Deborah Meaden revealed she is 'moving towards veganism' during a recent episode of the program.
The BBC show sees hopeful entrepreneurs pitch to successful business people in the hope of attracting investment for their startups.
During the episode, a brand called 'Oatein' was pitched. The range includes bars and drinks based on oat protein, aimed at people interested in general healthy eating, rather than body builders.
Meaden, who is known for her investments in eco-friendly ideas, declined to invest in the business because the products contains animal derivatives.
"There is so much about this I like," said Meaden. "That peanut bar is exceptional...[but] there's a but. We're going to have a 'it's me it's not you' conversation guys.
"You say [the products] are halal - so which are the animal derivatives? I'm moving personally towards veganism. And that's not just because I'm moving towards veganism - because I still eat dairy - but also the market is also growing in veganism. You want someone on board who is going 'yeah!' and I just don't feel that. I won't be investing - I'm out."