Levi Roots sought £50,000 for Reggae Reggae Sauce on BBC Dragon's Den.
The pitch became one of Dragon's Den's most memorable food-business moments. Roots offered a share of the company in return for funding and business support, presenting the sauce as a commercial version of a recipe linked to Caribbean cooking and his event-trading experience.
Peter Jones and Richard Farleigh agreed to invest £50,000 for a substantial equity share. The deal helped provide the resources and expertise needed to move the product into wider retail distribution, although television agreements can develop during later negotiations.
The requested amount is sometimes confused with the equity percentage offered. They are different parts of the pitch: £50,000 was the cash investment sought, while the ownership stake described the portion of the business offered to the investors.