Levi Roots sought £50,000 for Reggae Reggae Sauce on Dragons' Den.
The request formed the financial centre of Roots's 2007 pitch. He was not merely asking for cash: he was offering a share of the business in exchange for investment, manufacturing help and access to the Dragons' commercial experience.
The sauce had a distinctive identity before the programme because Roots had sold it at events and connected it with his music. Dragons' Den gave the product national exposure as well as the possibility of funding. The pitch became especially memorable because Roots performed during the presentation.
A common mix-up is to confuse the amount requested with the equity offered. The £50,000 figure is the investment request; the separate percentage concerned the ownership stake Roots was prepared to give away. The deal subsequently helped the sauce reach a much wider retail market.