Chef and restaurateur Gordon Ramsay is most known for shows like Kitchen Nightmares and Hell’s Kitchen, where fans typically witness the swearing Scot mentoring and teaching restaurant operators and aspiring head chefs. But on Ramsay’s latest US program, Food Stars, the Masterchef host plays the role of an angel investor looking for a venture to grow with his money and expertise in food and business.

Fifteen food entrepreneurs with businesses ranging from food trucks to packaged goods competed reality show-style for Gordon Ramsay’s investment. But in the end, food innovator Smart Cups won the inaugural American season.

Unlike some competitors, Smart Cups isn’t an experimental restaurant or the latest hip snack but a technology allowing dry powders to be printed onto the bottom of cups or containers. Consumers add water, and the powdered product dissolves into the liquid.