The Dragons invested £50,000 in Reggae Reggae Sauce after Levi Roots pitched it on Dragons' Den.
Levi Roots, the stage name of Keith Valentine Graham, presented his Caribbean jerk barbecue sauce during the fourth series of the programme in 2007. Peter Jones and Richard Farleigh made the investment, backing the product's commercial potential and Roots's memorable brand identity.
The televised agreement was reported as £50,000 for a 40% share of the business. Reggae Reggae Sauce subsequently expanded into a wider range of Caribbean-inspired food products and became one of the programme's most recognisable success stories.
The figures are often confused with the ownership percentage: £50,000 was the cash investment, while 40% described the equity offered. The pitch also helped make Levi Roots a prominent public figure, but the brand's later growth involved manufacturing, supermarket distribution, advertising, and product expansion beyond the original sauce.