Levi Roots originally requested £50,000 for Reggae Reggae Sauce on Dragon's Den.
Roots made the request during his 2007 appearance, offering a share of his sauce business in return for the funding. The pitch attracted Peter Jones and Richard Farleigh, who agreed to invest together after negotiations.
The appearance illustrates the structure of a typical Dragon's Den pitch: an entrepreneur states a funding requirement, proposes an equity percentage and then answers questions about sales, manufacturing, distribution and growth. The Dragons can respond with a joint offer, a revised valuation or no investment.
The figure is sometimes confused with the equity percentage or with the combined value of the later business. £50,000 refers specifically to the funding amount Roots asked for during the televised pitch, not the eventual scale of the Reggae Reggae brand.