The Dragon's Den deal for Levi Roots's Reggae Reggae Sauce provided £50,000.
Roots offered 40% of the business in exchange for the investment. Peter Jones and Richard Farleigh made the deal, combining capital with business experience and industry connections. The pitch became a landmark moment in the British programme's history.
The money was important, but the television exposure was also commercially valuable. The sauce gained attention from consumers and retailers, helping Roots develop the business beyond its earlier scale. The brand subsequently expanded into a broader food range.
A frequent mistake is to quote the equity percentage as though it were the investment amount. The two key figures are £50,000 in cash and 40% ownership. Keeping those figures separate makes the deal straightforward to identify.