Levi Roots received £50,000 from Dragon's Den investors for his Reggae Reggae Sauce business.
Roots presented his sauce on Dragon's Den in 2007. He offered a share of the business in exchange for funding, and the pitch led to investment from Peter Jones and Richard Farleigh. The deal helped move the sauce from a small-scale product into a nationally distributed food brand.
The investment amount is often confused with the percentage of the company offered, because the pitch is remembered for both figures. The cash sum was £50,000, while the equity terms described the investors' share of the business.
The product was later marketed under the Levi Roots brand, and the pitch became one of the programme's most celebrated success stories. Roots continued expanding into other Caribbean-inspired food products and media work.