Levi Roots secured investment for Reggae Reggae Sauce in the third series of Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme as the creator of a Caribbean-style jerk barbecue sauce. His pitch combined a food product with music, personal identity and a distinctive brand story rooted in Jamaican culture.
The televised deal involved Peter Jones and Richard Farleigh, who offered £50,000 for a 40% share of the business. The appearance helped bring the sauce to a much wider audience, and the brand later expanded into other Caribbean-inspired food products.
The pitch is often remembered as one of the show's best-known success stories. The investment terms shown on television should not be confused with later company valuations or with the separate products Roots launched after the programme.