Levi Roots originally offered 20% of his sauce business for investment on Dragon's Den.
When Roots pitched his Caribbean sauce in the 2007 series, he sought £50,000 in exchange for a 20% stake. The televised agreement involved Peter Jones and Richard Farleigh, who offered the requested money for a combined share rather than one Dragon taking the entire proposed stake.
The pitch is remembered because the product later achieved substantial retail success, but the percentage refers to Roots’s opening offer, not necessarily the final ownership arrangement after later business developments. Television pitches can also be edited, which makes the original ask and the completed deal easy to conflate.
The sauce was later marketed as Reggae Reggae Sauce, and Roots expanded into a broader food brand. The correct figure for the original televised offer is 20%.