On Dragon's Den, Levi Roots originally sought £50,000 for a 20% stake in Reggae Reggae Sauce.
Roots pitched his jerk barbecue sauce on the programme in 2007. He presented the product as a scalable food business built around a recipe linked to Caribbean cooking and his musical persona. The pitch became one of the show's best-known success stories.
Peter Jones and Richard Farleigh invested in the business after the presentation. The resulting Reggae Reggae Sauce brand expanded beyond the original bottle into a wider range of Caribbean-inspired food products and helped make Roots a nationally recognised entrepreneur.
The amount requested and the equity percentage are separate facts: the offer was £50,000 in exchange for 20% of the company. Later business growth and brand value should not be confused with the terms of the original televised pitch.