On BBC's Dragon's Den, Levi Roots sought £50,000 when he pitched Reggae Reggae Sauce.
Roots presented his Caribbean-style jerk barbecue sauce during the programme and offered equity in the business in return for the requested investment. The pitch became one of Dragon's Den's most recognisable success stories because it combined a memorable product, a strong personal brand, and a clear route into wider retail distribution.
The appearance helped bring Reggae Reggae Sauce to a much larger audience. The brand subsequently expanded beyond its original sauce into a broader range of food products and became closely associated with Roots himself.
The figure is sometimes mixed up with the equity percentage or with later investment valuations. The question concerns the cash amount Roots requested during the televised pitch, not the eventual scale of the business.