Levi Roots accepted £50,000 for 40% of Reggae Reggae Sauce on Dragon's Den.
Roots presented his Caribbean sauce to the Dragons in 2007. The offer was made jointly by Peter Jones and Richard Farleigh, giving them a combined 40 percent stake in exchange for £50,000.
The pitch is notable because Roots already had a public profile as a reggae musician, but the investment centred on the commercial potential of his sauce. Following the programme, the brand developed into a larger food business and became widely distributed in the United Kingdom.
Reports about the pitch are sometimes simplified into “Levi Roots got a deal,” which can obscure the exact terms. The amount was £50,000, while the equity figure was 40 percent. Those two numbers belong together and describe the televised agreement rather than a later valuation of the expanded company.