In his original Dragon's Den pitch, Levi Roots offered 20% of his business in exchange for investment.
Roots appeared on the programme in 2007 to present his Reggae Reggae Sauce. He sought investment to expand production and distribution, and the pitch became one of the most memorable in the show's history because the Dragons recognised the product's strong brand identity and commercial potential.
The proposal is often remembered alongside the eventual deal, but the percentage offered in the pitch and the final ownership arrangement are not the same thing. Peter Jones and Richard Farleigh agreed to invest, and the business later became associated with the Reggae Reggae brand, which was subsequently renamed Reggae Reggae Foods.
Roots's appearance helped turn a television pitch into a major consumer-food success. It is also an example of how Dragon's Den deals can evolve after filming and due diligence.