Reggae Reggae Sauce sought £50,000 in investment when Levi Roots pitched it on Dragon's Den in 2007.
The funding request was part of Roots's plan to expand production and distribution of the sauce beyond its existing sales. The pitch presented the product as a scalable food business rather than simply a homemade recipe, with branding and a distinctive musical identity helping it stand out.
Peter Jones and Richard Farleigh ultimately backed the venture in the televised negotiation. Reports of the deal commonly state that the investment was exchanged for a substantial share of the company, although the precise commercial arrangements and later business changes are separate from the amount requested on screen.
The amount requested is sometimes confused with the equity percentage or with later investment figures. These are different facts: £50,000 was the cash request made during the Dragon's Den pitch.