Steven Bartlett has made an artisan cheese retailer his first investment on Dragons' Den.
The millionaire entrepreneur, who co-founded Social Chain in Manchester alongside Dominic McGregor, bought a 5% stake in London-based cheesegeek for £150,000.
The investment was shown as part of the hit BBC One show's first episode on Thursday, January 6.
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The deal was subject to Mr Bartlett's money being returned within two years.
Edward Hancock, founder of cheesegeek, said: "We honestly couldn’t be more thrilled to have Steven on board at cheesegeek, and are incredibly proud to be his first-ever investment on the Den.
"As soon as he was announced as the new Dragon, he was our absolute number one choice. Not only does he have incredible expertise within marketing and digital brand building, an area we can benefit from hugely, but he is also a perfect fit for us culturally.
"Steven’s involvement with the business can only be a huge boost for us in achieving our ambition of getting the world more excited and more knowledgeable about small-scale, artisan cheese."
Mr Bartlett will work with cheesegeek to increase brand awareness, as well as bring his expertise, knowledge and experience to its marketing.
