On the UK television show Dragon's Den, Levi Roots sought £50,000 for Reggae Reggae Sauce.
The pitch became famous because Roots presented a food product with a distinctive brand identity, musical presentation and clear connection to his Jamaican heritage. His requested amount was matched by an equity proposal, giving potential investors a stake in the company.
Peter Jones and Richard Farleigh agreed to invest the requested £50,000. The deal helped Roots develop the brand and expand its presence in shops and supermarkets. The televised pitch is often cited as an example of how media exposure and investment can reinforce one another.
The amount sought is sometimes confused with the percentage of the company offered. Those are different parts of the proposal: £50,000 was the cash investment requested, while the equity percentage described the ownership offered in return.