Levi Roots sought £50,000 for his sauce on the British programme Dragon's Den.
During his pitch, Roots requested £50,000 in exchange for a share of his business. The pitch became widely remembered because it connected a distinctive food product with Roots's music career, personality and plans for commercial growth.
The amount requested is separate from the final ownership terms. In Dragon's Den, entrepreneurs state an investment figure and an equity offer, and the Dragons may negotiate different terms or decline altogether. That means the amount a contestant asks for should not automatically be treated as the exact amount eventually invested.
Levi Roots's product was Reggae Reggae Sauce, and the investment story helped turn the brand into one of the programme's best-known businesses. This question therefore concerns the opening request, not the value of the company, later sales or a Dragon's eventual percentage.