Dragons' Den entrepreneur Levi Roots received £50,000 of investment for Reggae Reggae Sauce.
Roots pitched his Caribbean-style sauce on Dragons' Den in 2007. The pitch became one of the programme's best-known success stories, helping turn a small food venture into a widely recognised British brand.
The deal involved Dragons Peter Jones and Richard Farleigh, who invested in exchange for an equity share. Reports often focus on the memorable song and colourful branding from the pitch, but the key financial figure was the £50,000 investment.
Reggae Reggae Sauce was later sold through major supermarkets and expanded into a broader range of Caribbean-inspired food products. The deal is sometimes confused with the percentages or later valuations associated with the brand, which are separate from the original cash investment shown on the programme.