Levi Roots initially sought £50,000 for his sauce business on BBC Dragon's Den.
When Roots appeared on the programme in 2007, he asked the Dragons to invest £50,000 in exchange for a share of the business. The pitch concerned the product that became widely known as Reggae Reggae Sauce.
The televised negotiation is often remembered through the eventual offer rather than the opening request. Peter Jones and Richard Farleigh made a joint offer, and the deal involved a larger equity share than Roots had originally proposed. The distinction between the amount requested and the terms offered is why the figure can be misremembered.
The appearance became an example of how television exposure, investor backing and a distinctive brand can accelerate a consumer-food business. Later commercial success does not alter the original amount requested in the pitch.