In his famous Dragons' Den pitch, Levi Roots offered 20% of his business for £50,000.
Roots pitched his Reggae Reggae Sauce business on the programme in 2007. He presented the sauce as a product rooted in Jamaican food and music culture, and the pitch became one of the show's most celebrated success stories.
The investment offer was made by Peter Jones and Richard Farleigh, who agreed to invest jointly. Roots accepted the deal, although the eventual commercial arrangements and ownership structure developed through later business negotiations.
The pitch is often remembered because it combined a clear product identity with a memorable presentation. Reggae Reggae Sauce subsequently expanded into a wider food brand, including marinades, cooking sauces and related products. The original televised equity figure remains a frequently cited detail of the episode.