Levi Roots requested £50,000 for 20% of Reggae Reggae Sauce on Dragon's Den. The pitch became famous because the eventual agreement involved a larger equity share than the percentage Roots initially offered.
Peter Jones and Richard Farleigh made the investment together, agreeing to provide £50,000 for a 40% stake. This difference between the requested terms and the final deal is an important part of the story: the amount of money stayed at £50,000, while the ownership percentage changed during negotiation.
A common mistake is to quote the final 40% figure as though it were Roots's original offer. The question asks for the amount he requested, not the equity percentage ultimately agreed. Reggae Reggae Sauce later became the central product of a wider food brand associated with Roots.