Levi Roots requested £50,000 for Reggae Reggae Sauce on Dragon's Den.
During his 2007 pitch, Roots sought the money to help expand production and distribution of his sauce business. In exchange, he offered a share of the company. The pitch became particularly notable because the Dragons recognised the product's commercial potential and Roots's ability to promote it.
Peter Jones and Richard Farleigh ultimately made a joint investment of £50,000 for a larger equity share than Roots had originally offered. The agreement helped finance the transition from a small-scale product associated with events to a brand sold through major retailers.
The amount is sometimes misremembered because television business pitches often involve several figures: the amount requested, the percentage offered and the deal eventually agreed. In this case, the requested investment was £50,000, while the negotiated ownership terms were different from the opening proposal.