When teams on BBC's The Apprentice were tasked with creating a brand of baby food it seemed like a fairly innocuous and straight forward enough task - after all, how could a baby food go that wrong?
Viewers relaxed, assuming for the next hour we'd all be in safe hands. Surely there could be no possible reason we'd have to dive across the sofa and cover each other's eyes, could there?
How wrong we were. During the logo design and branding stage of the process, Akeem and Stephanie (who had come up with a pretty brilliant brand name, we thought, in First Time Foodies) began to throw around some ideas for a logo and eventually they settled on a font that said 'First Time Foodies' but catastrophically replaced the 'O's of Foodies with two bowls. We'll just leave the results here for you to look at...
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It was only during the first product testing, with real mums and babies, that anyone pointed out the design of the logo appears to say 'First Time Dies'.
Akeem spoke on camera afterwards saying: "Yes, there's a slight concern that it actually says, 'dies'.
"It's something that was completely overlooked by myself and Stephanie. And that's a concern for when we talk to the buyers.
"It looks like we're trying to kill children," said Harpreet the project manager, with fear in her eyes that this runaway train was already too far down the track.
But worse was yet to come as the First Time Foodies Team entered the second pitch, trying to head off the now very obvious fact that they'd written a death word on their baby food, Stephanie gushed about how passionate they were about the brand.
But the uneasy buyers shuffled awkwardly in their seats. "To be honest, when I look at it," said the buyer regretfully, "What I see is: 'First Time F**k, Dies'." And with that, the whole TV-watching nation let out a long, silent scream.
"OK, I completely understand what you're saying," said Stephanie as the whole world stopped spinning.
She continued: "We didn't actually notice that but I'm really glad that you did."
The other buyer chimed in: "If there's ever a word you don't want associated with babies, it's that word on the end."
In the boardroom Lord Sugar was predictably merciless. "What is the matter with you?" he said.
In the end, two contestants were sent home in a rare double firing.
Aaron Willis and Akeem Bundu-Kamara left the show on Thusday night's show.
Speaking afterwards, Akeem said: "Feeling extremely gutted as you can imagine! To technically make the final five, but not to make it to the interview stage, well, it’s unfortunate but I feel like I've done well.
"Two wins as PM so, I’ve definitely got things to be proud of and now it’s all about advancing with my business."
Aaron added: "Do you know what, I’m actually quite at peace with it because I do think it was my time [to go]. It was one of those moments where I felt I’d peaked and I’d rather have been fired for something which was justified, so I’ve got no complaints! At the end of the day, I messed it up, so I can’t really argue with that!"
