Levi Roots received investment for Reggae Reggae Sauce after appearing on the UK show Dragon's Den.
Roots, a Jamaican-British musician and entrepreneur, pitched his family recipe for a Caribbean cooking sauce. The Dragons Peter Jones and Richard Farleigh invested £50,000 in exchange for a 40% stake, according to the deal presented in the programme.
The pitch became one of the show's most memorable success stories because the sauce developed into a widely recognised food brand. Roots's musical background and flamboyant presentation also helped make the appearance especially memorable.
The product is often called simply Reggae Reggae Sauce, while the entrepreneur is sometimes confused with other celebrity food presenters. The Dragon's Den investment was a business partnership, not a prize or grant.