Levi Roots requested £50,000 on BBC’s Dragon’s Den in 2007. He offered a share of his Reggae Reggae Sauce business in exchange for funding to expand production, distribution and the brand’s retail presence.
The pitch became memorable because Roots presented a product with a clear identity and a story rooted in Caribbean food and reggae culture. Peter Jones accepted the proposal and invested the requested £50,000 for an agreed share of the company.
The figure is often confused with the valuation or ownership percentage discussed during the negotiation. The question asks for the amount of cash Roots requested, not the percentage he offered or the later value of the brand.
Following the appearance, Reggae Reggae Sauce gained substantially wider exposure and entered more shops. Roots developed further food products and remained a prominent public figure through music, cooking and television.