Levi Roots sought £50,000 when he pitched Reggae Reggae Sauce on Dragon's Den.
The requested investment was part of a deal proposal in which Roots offered a share of his business in exchange for capital and the Dragons' expertise. The pitch became especially memorable because Roots combined a clear commercial request with a strong personal and musical presentation.
The appearance helped establish the brand as a serious retail business rather than merely a homemade product. Reggae Reggae Sauce subsequently gained distribution and expanded into a wider range of branded food products.
People sometimes remember the later success and assume that Roots asked for a much larger sum. The figure connected with the original televised pitch was £50,000, making it a frequently cited example of the scale of investment requested by early-stage businesses on the programme.