On Dragon's Den, Levi Roots initially offered 20% of his company for investment.
Roots pitched his Reggae Reggae Sauce business on the programme in 2007. The televised negotiation led to an investment from Peter Jones and Richard Farleigh, with the proposed equity being shared between the two Dragons. The pitch became one of the programme's most memorable success stories because a market-stall product developed into a national food brand.
The percentage is often confused with the larger combined share associated with the eventual deal or with later changes in ownership. The question asks about the initial percentage Roots offered in his pitch, not the value of the investment or the final ownership structure. His appearance also helped popularise the brand's distinctive music and Caribbean-food identity.