Dragon's Den entrepreneur Levi Roots originally sought £50,000 for his Reggae Reggae Sauce business.
Roots appeared on the programme in 2007 and pitched the Caribbean-inspired sauce brand to the Dragons. His presentation included music and a memorable performance, helping the product stand out from more conventional food-business pitches.
The deal associated with the appearance was £50,000 in exchange for a 40% stake, offered by Peter Jones and Richard Farleigh. The investment helped launch the product commercially, although later business success made the brand much larger than the televised pitch alone might suggest.
The amount is sometimes confused with the percentage offered. £50,000 was the requested investment; 40% was the proposed equity share. Reggae Reggae Sauce later became associated with the wider Levi Roots food brand and Caribbean cooking products.