Peter Jones offered Levi Roots £50,000 for Reggae Reggae Sauce on Dragons' Den.
The 2007 pitch became a defining moment in the British programme's history. Roots sought investment to expand production and distribution of his Caribbean sauce, and Peter Jones agreed to provide £50,000 in return for an equity stake.
The deal mattered because the programme gave the product substantial public exposure as well as financial backing. Reggae Reggae Sauce subsequently gained retail presence and became the foundation of the Levi Roots food brand, which expanded into additional sauces and other food products.
A common mix-up is to attribute the investment to every Dragon on the panel because several showed interest during the pitch. The specific offer associated with the televised deal was made by Peter Jones, and the amount was £50,000. The figure is the investment offer, not the sauce's later sales or valuation.