Levi Roots offered 20% equity for £50,000 on Dragon's Den.
The proposal concerned the business behind Reggae Reggae Sauce, the Caribbean-inspired food brand he presented on the programme. Asking for a defined sum in exchange for a stated share of the company allowed the Dragons to assess the implied valuation and negotiate over the deal.
Roots' pitch became one of the programme's most widely remembered investment stories. The appearance helped demonstrate how television exposure, branding and an established product can combine to accelerate a small food business.
The percentage is sometimes confused with the final ownership arrangement after negotiations or later investment. The figure asked for in the televised pitch was 20%, while the wider commercial story continued beyond the episode.