Dragon's Den entrepreneur Levi Roots originally received £50,000 for Reggae Reggae Sauce.
The investment was agreed during Roots's televised pitch in 2007. Peter Jones and Richard Farleigh supplied the money together, in return for an equity stake in the sauce business. The amount is one of the clearest numerical facts associated with the programme's best-known deals.
Roots's pitch became a notable example of how television exposure, investor support and an existing product can combine. Reggae Reggae Sauce was based on a family recipe and Caribbean flavours, while Roots's music career gave the presentation a distinctive public identity.
The £50,000 figure refers to the original deal shown on Dragon's Den, not to the later value of the brand or to all subsequent financing. Later commercial success made the business worth far more in public perception, but that does not change the amount agreed in the original pitch.