Peter Jones and Richard Farleigh invested £50,000 in Levi Roots's Reggae Reggae Sauce on Dragons' Den.
Levi Roots, the stage name of Keith Valentine Graham, pitched his Caribbean-style sauce during the programme's 2007 series. The offer helped turn a product associated with a market-stall business into a nationally distributed food brand.
The deal is one of the show's most frequently remembered success stories. Jones and Farleigh received an equity stake, while Roots brought music, food expertise and a strong personal brand to the partnership. The sauce later expanded into a wider range of Caribbean-inspired products.
People sometimes remember the televised pitch as a single-Dragon investment, but two Dragons participated in the deal. The amount asked for and the amount ultimately invested are also easy to confuse; the figure in the accepted deal was £50,000.