Levi Roots received £50,000 after pitching Reggae Reggae Sauce on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce and sought investment to expand production and distribution. Peter Jones and Richard Farleigh agreed to provide £50,000 in exchange for a share of the business.
The pitch helped turn a small food venture into a widely recognised brand. Reggae Reggae Sauce was later sold through major UK retailers, and the business expanded into a broader range of food products. Roots also became known as a musician and television personality.
Some retellings simplify the deal by naming only Peter Jones, but Richard Farleigh was also involved in the televised offer. The investment amount is separate from later estimates of the brand's value or from the combined ownership percentage, so those figures should not be substituted for £50,000.