Yasmina Siadatan has won the fifth series of Apprentice, after beating off competition from fellow candidate Kate Walsh.
The restaurant owner, from Hull, triumphed following a task which saw the last two hopefuls having to design and market a new box of chocolates.
Yasmina created a brand called Cocoa Electric, which featured such diverse flavours as popping candy with chilli and strawberry and basil.
Sir Alan Sugar praised the concept but was not keen on the taste of the chocolates themselves.
Kate, meanwhile, came up with the idea of a box of chocolates for couples with tiers for him and her – however while Sir Alan praised the quality of the product he was not keen on the £13 price tag.
Afterwards, headmitted that he was faced with a difficult decision when choosing between the two of them.
“This will be the most difficult decision I have ever had to make in this boardroom because you two are both very very good candidates,” he said.
And before hiring Yasmina he told her, “I think at your age – I was nine years younger than you when I started my business, and what I did know was I didn’t need anybody else. I think you can do it yourself, you’ve done it, and would I be depriving you of that opportunity.”
Afterwards, the 27-year-old said she wished her rival ‘all the best’.
“But I don’t feel guilty,” she said, “I worked so hard and I kept my head down and just kept going. I do feel that I deserved to win.”
She added that she could not believe she had won.
“I am in shock,” she said. “All those months ago you first apply to try to get on, and here I am, it’s amazing.
“I don’t feel like I’ve beaten Kate because I feel we both deserved that job, and we feel we just had different qualities and Sir Alan needed my qualities over hers.
“I don’t think mine were any better than hers, I just think that’s the kind of guy Sir Alan is, and I’m sure Kate will do just as well as I do but on a different path.”
The BBC News website reports that Yasmina will now work with one of Sir Alan’s companies on a digital signage product related to outdoor advertising.
And runner-up Kate was full of praise for the winner.
“Obviously I was absolutely gutted,” she said afterwards on The Apprentice – You’re Hired, “but Yasmina’s been a fantastic contestant.
“I identified from day one she was going to be tough competition and really difficult to beat.”