Peter Jones offered Levi Roots £50,000 for Reggae Reggae Sauce.
The investment formed part of Levi Roots's memorable 2007 Dragon's Den pitch. Roots sought funding to develop and distribute his Caribbean-style sauce, and Peter Jones agreed to provide £50,000 in exchange for an equity stake in the business.
The deal mattered because Jones's investment and business support helped the product reach a much broader retail audience. Reggae Reggae Sauce subsequently became the foundation of a larger food brand associated with Levi Roots, Jamaican flavours and the entrepreneur's musical identity.
The figure is often mixed up with the equity percentage. The widely reported deal was £50,000 for 40% of the business, with Jones and Roots each holding part of the resulting arrangement. The amount requested and the amount offered should also not be confused: the question asks for the cash investment made by Peter Jones.