Peter Jones sought a 40% stake in Levi Roots's business during their Dragon's Den deal.
Roots presented Reggae Reggae Sauce in 2007 and requested investment to expand production and distribution. Jones offered £50,000 in exchange for 40% of the company, creating a highly publicised partnership between the entrepreneur and the Dragon.
The pitch is notable because it demonstrated how television exposure, branding and retail distribution can transform a small food business. Reggae Reggae Sauce became the centre of Levi Roots's wider commercial brand, which later included additional food lines and media work.
People sometimes remember only the £50,000 figure and overlook the equity percentage. The two figures belong to the same deal: £50,000 for a 40% stake.