In Dragon's Den, Levi Roots initially offered 20% of his business for investment in Reggae Reggae Sauce.
Roots pitched his sauce to the Dragons in 2007, seeking investment to expand a product that had grown from his cooking and music background. Peter Jones and Richard Farleigh agreed to invest, and the televised deal became one of the programme's best-known success stories.
The sauce was subsequently marketed through the Reggae Reggae brand, with wider retail distribution and additional products following the pitch. The televised proposal is often remembered because Roots combined a strong personal story with a product demonstration and a clear growth opportunity.
A common mix-up is confusing the equity percentage offered with the amount of money requested or with later ownership arrangements. The figure in the original pitch was 20 percent.