Reggae Reggae Sauce sought £50,000 in investment on the British show Dragons' Den.
The pitch was made by Levi Roots, the entrepreneur and musician behind the sauce brand. He presented the product as a Caribbean-inspired food business and asked the dragons for funding in exchange for a share of the company.
The amount requested is a specific part of the pitch and should not be confused with later business valuations, sales figures or the value of the brand after the programme. Dragons' Den negotiations often involve an initial request followed by discussion of equity and terms.
The sauce pitch is especially memorable because it resulted in an offer from Peter Jones and Richard Farleigh. The investment request, however, is a separate fact from the eventual deal structure and from the brand's later growth.