Peter Jones and Richard Farleigh invested £50,000 in Levi Roots' Dragon's Den business.
The investment followed Levi Roots' 2007 pitch for Reggae Reggae Sauce. Jones and Farleigh jointly offered the money in return for a 40% share of the company. The total was divided between the two investors, rather than being supplied by only one Dragon.
The pitch is frequently remembered because it combined a distinctive product, an engaging founder, and a clear route into the supermarket market. Reggae Reggae Sauce subsequently developed into a broader food brand, making the deal one of the programme's most widely cited examples of a successful investment.
The amount can be confused with the equity percentage or with the contribution made by each Dragon. The total investment was £50,000, while each investor contributed £25,000 and received 20% of the business. That distinction explains why different figures sometimes appear in summaries of the deal.