Peter Jones offered Levi Roots £50,000 for his Reggae Reggae Sauce business on Dragon's Den.
Levi Roots presented his sauce on the BBC programme in 2007, combining a commercial pitch with his identity as a reggae musician and performer. Peter Jones and fellow Dragon Richard Farleigh made the televised investment offer, which became one of the show's most memorable success stories.
The appearance helped turn Reggae Reggae Sauce into a widely recognised brand. Roots subsequently expanded the business into a broader range of Caribbean-inspired food products and used the public attention generated by the programme to build his entrepreneurial profile.
Some accounts remember only the headline investment and omit that the deal also involved an equity share. The cash figure is £50,000; the ownership percentage is a separate part of the agreement and should not be substituted for the amount invested.