Peter Jones offered Levi Roots £50,000 for a stake in Reggae Reggae Sauce on Dragon's Den.
Levi Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the Dragons in 2007. The pitch combined a food product with Roots's identity as a musician and performer, helping the sauce stand out to viewers.
Peter Jones made the investment offer, and the product became a major commercial success after the programme. Reggae Reggae Sauce was subsequently sold through supermarkets and developed into a wider food brand.
The amount is sometimes confused with the percentage of the company involved in the deal. The cash figure was £50,000; the agreed ownership arrangement is a separate part of the investment story.