Levi Roots initially offered 20% of his business for £50,000 on Dragons' Den.
The pitch concerned Reggae Reggae Sauce, a product based on a family recipe and presented as a Caribbean-inspired food brand. In the programme, Roots sought investment to increase production, distribution and the commercial reach of the sauce.
The offer is notable because negotiations on Dragons' Den often change the proposed valuation or equity split. Roots ultimately accepted investment from Peter Jones and Richard Farleigh, who agreed to back the business together rather than leaving the entrepreneur with only the terms originally proposed.
This figure is sometimes confused with the final deal terms. The 20% figure describes the initial offer made during the pitch; it should not automatically be treated as the exact ownership percentage retained after negotiations or later business changes.