Peter Jones and Richard Farleigh offered Levi Roots £50,000 for Reggae Reggae Sauce on Dragons' Den. The deal became one of the programme's most recognisable success stories.
Roots appeared on the British programme with his Caribbean-inspired sauce and presented plans to turn a family recipe into a larger commercial brand. The investment was associated with a 40% share of the business, giving the entrepreneurs a memorable example of how a television pitch could lead to substantial retail growth.
The brand later expanded beyond its original sauce into a broader range of food products. Levi Roots also became a public figure, musician and entrepreneur, while the pitch was repeatedly remembered in discussions of Dragons' Den's most successful businesses.
The £50,000 figure refers to the offer made in the televised pitch. It is separate from later company valuations, sales figures or the eventual commercial performance of the brand.