Levi Roots secured £50,000 from Peter Jones and Richard Farleigh for 40% of Reggae Reggae Sauce on Dragon's Den.
Roots appeared on the BBC programme in 2007, presenting his Caribbean jerk barbecue sauce. The pitch became one of the show's best-known success stories because the product moved rapidly from a market-stall idea toward national retail distribution.
The sauce was later sold under the Reggae Reggae brand, while Roots developed a broader food and media career. The investment is often remembered as a £50,000 deal, although the important detail is that the equity was 40% and involved two dragons rather than one.
This story is sometimes confused with other successful Dragon's Den food pitches. Roots was not pitching a restaurant chain or a music product: his central proposition was a branded Caribbean sauce, supported by his identity as a reggae musician and performer.