Levi Roots received £50,000 for 40% of Reggae Reggae Sauce on Dragons' Den.
Roots pitched his Caribbean-style sauce on the programme in 2007. The deal was made with Peter Jones and Richard Farleigh, and the investment helped move the product from a festival and food-market success toward national retail distribution.
The sauce became the foundation of a broader food brand and made Roots one of the programme's best-known entrepreneurs. The figure in the deal refers to the investment offered for equity; it is not the company's later valuation or the eventual value of the brand.
Reggae Reggae Sauce is also commonly called jerk barbecue sauce in descriptions of its flavour and use, but the brand name itself is distinct. The pitch is remembered for combining a clear consumer product with Roots's music and food identity.