Levi Roots received £50,000 on Dragon's Den in 2007.
The money was offered for a 40% stake in the business behind Reggae Reggae Sauce. Peter Jones and Richard Farleigh jointly backed the pitch, making it one of the programme's most recognisable deals. Roots had asked for funding to expand production and distribution of his Caribbean-style sauce.
The deal was important because it combined a clear consumer product with a distinctive brand identity. Roots presented the sauce alongside his musical persona, helping the product stand out in a crowded food market. The brand later expanded beyond its original sauce.
The figure is sometimes confused with the equity percentage, because both numbers are frequently mentioned together in accounts of the pitch. £50,000 was the cash investment; 40% was the share of the company offered in return. They are separate terms of the agreement.