On the BBC series Dragon's Den, Levi Roots offered 40% of Reggae Reggae Sauce for a £50,000 investment.
The pitch became memorable because Roots presented a product with a clear identity, an origin story and strong commercial potential. He asked the Dragons to fund the business in return for a substantial minority share rather than offering them complete control.
The proposal was negotiated on screen, and the deal became associated with Peter Jones and Richard Farleigh. As with many Dragon's Den stories, the on-air agreement was the beginning of due diligence and further business work rather than the final word on every legal detail.
Reggae Reggae Sauce subsequently grew into a major retail brand. The figure is often remembered incorrectly because viewers sometimes merge the requested investment with the equity percentage or confuse it with later business valuations.