Peter Jones offered Levi Roots £50,000 for Reggae Reggae Sauce on Dragon's Den in 2007.
Roots appeared on the programme to present his Caribbean-inspired sauce, which was connected to his music, food and cultural identity. The pitch became one of the show's best-known success stories because the product went on to receive wider distribution and develop into a substantial food brand.
The deal is commonly remembered as a joint investment involving Peter Jones and Richard Farleigh. The agreed investment was £50,000 in exchange for a significant share of the business, helping Roots move from small-scale production toward supermarket sales.
People sometimes remember the later commercial success and assume that the original investment was much larger. The televised offer itself was £50,000, making it a frequently cited example of a relatively modest pitch investment leading to major brand growth.