Levi Roots secured £50,000 for Reggae Reggae Sauce on Dragon's Den.
Roots appeared on the British programme in 2007 and pitched his Caribbean-style sauce to the dragons. Peter Jones and Richard Farleigh agreed to invest £50,000 in exchange for a share of the business.
The televised pitch became a major turning point for the brand. Roots already had experience selling Caribbean food and performing music, but the investment helped turn the sauce into a much larger commercial venture with wider retail distribution.
The pitch is often remembered as one of the show's most successful outcomes. The amount invested was £50,000, while the business deal also involved equity. The investment figure should not be confused with the later value and sales growth associated with the Reggae Reggae brand.