Levi Roots offered 20% of his business for investment on the British show Dragon's Den in 2007.
Roots pitched Reggae Reggae Sauce and sought funding to develop the brand. The offer of a 20% stake formed the basis of negotiations with the Dragons, who assessed the product, its sales potential and the entrepreneur’s plans for expansion.
Peter Jones and Richard Farleigh ultimately offered investment together. The deal became notable because the sauce moved from a relatively small operation toward large-scale production and retail distribution after the television appearance.
Equity percentages are easy to misremember because negotiations in the Den can change during a pitch. The figure in this question is the stake Roots offered at the start of the 2007 presentation, not a general claim about his eventual ownership after later business arrangements. The product’s success also led to a broader Reggae Reggae brand.