In Dragon's Den, Levi Roots initially offered the Dragons 20% of his company for a £50,000 investment.
Roots pitched his Reggae Reggae Sauce in the 2007 series. The product had grown from a sauce used at his Caribbean cooking events, and the televised pitch helped turn it into a widely recognised supermarket brand. Peter Jones and Richard Farleigh invested in the business after the presentation, with their deal differing from the exact terms Roots initially proposed.
The pitch is often remembered for the sauce’s success rather than for the original equity figure. Reggae Reggae Sauce was later marketed under the name Reggae Reggae, and the company became associated with the wider Levi Roots brand. The question concerns the offer made at the pitch, not the eventual ownership arrangement after negotiations.