Levi Roots asked for £50,000 during his 2007 Dragon's Den pitch for Reggae Reggae Sauce.
The requested sum was intended to help expand the sauce business. Entrepreneurs on Dragon's Den normally state both the amount they want and the percentage of their company they are willing to surrender, giving the dragons enough information to assess the implied valuation.
Roots's presentation stood out because the proposal connected a recognisable product with a strong founder-led brand. Reggae Reggae Sauce had roots in Caribbean cooking, while Roots's music career helped make the product memorable to television viewers and consumers.
The £50,000 figure is the opening request, not a claim that the final deal had exactly the same ownership structure. After negotiation, Roots accepted an investment arrangement involving dragons and a different equity percentage from his initial offer.