On Dragon's Den, Peter Jones and Richard Farleigh offered Levi Roots £50,000 for 40% of his sauce business.
Roots pitched his Reggae Reggae Sauce in 2007, presenting a recipe based on the jerk-barbecue sauce he had sold at events and festivals. The offer helped turn a small food venture into a major commercial brand later associated with the name Reggae Reggae Sauce.
The deal is often remembered as one of the programme’s most successful investments. The television pitch also made Roots widely known to British audiences, but the investment figure and the equity percentage are separate details and should not be conflated.
The business later expanded beyond its original sauce into a wider range of Caribbean-inspired food products. The original pitch is therefore both a television milestone and an example of a food brand scaling through retail distribution.