Levi Roots requested £50,000 for a 20% stake on the British television series Dragon's Den.
Roots appeared on the programme as the entrepreneur behind his Caribbean-style Reggae Reggae Sauce brand. His presentation became one of the series' most memorable pitches because it connected a food product with music, personal identity, and a clear commercial story.
The requested amount and equity percentage are separate facts. The question asks only for the cash figure, while the 20% stake describes the ownership offered in return. Mixing those two numbers is a common error when recalling the pitch. The eventual investment story is also often remembered through the brand's later success rather than through the original on-screen request.
Roots's appearance is frequently cited as an example of how television exposure can help a consumer brand gain attention. The relevant figure from the pitch itself was £50,000, not a later valuation or a subsequent business investment.