We've heard of bike labels turning to Dragon's Den before now, but they usual enter the Den with the intention of coming out clutching a pile of cash - not the case with helmet upstart Torch.
As you'll see in the video below, there's a shock plot twist when investor Peter Jones recognises founder Hugh Roper as a fellow multi-millionaire.
"So you're more here for the PR then," spots fellow dragon Piers Linney.
Now set for the London Bike Show, the Torch T1 helmet features a front facing white, five LED light and a rear, red five LED light. Fully integrated into the moulding of the helmet, there are no protruding edges and the electronics remain fully weatherproofed. The T1 helmet exceeds safety standards and has a retail price of £85.
The lights are USB rechargable and have a run time of around 12 hours.
Though intrigued by the product, each of the Dragon's declined the opportunity to invest based on the lack of patent applied to the product which already has numerous competitors on the market.
Watch Torch's time in the Den here: