Levi Roots received £50,000 of investment for Reggae Reggae Sauce on the British TV show Dragon's Den.
Roots pitched his Caribbean-style sauce in the second series of Dragon's Den. The agreement offered £50,000 in exchange for a 40% stake in the business, with Peter Jones and Richard Farleigh becoming the investing Dragons.
The pitch became one of the programme's best-known success stories because the sauce developed from a television proposition into a major food brand. Roots, whose real name is Keith Valentine Graham, had already performed as a reggae musician before becoming widely known as a food entrepreneur.
The investment figure is sometimes mixed up with the equity percentage. They are different parts of the deal: £50,000 was the cash investment, while 40% described the ownership stake offered. The product's branding later expanded beyond sauce into a broader Caribbean food range.