The Dragon's Den investors received 40% of Levi Roots's sauce business for £50,000.
During his 2007 pitch, Roots sought funding to expand Reggae Reggae Sauce beyond its small-scale beginnings. Peter Jones and Richard Farleigh agreed to provide £50,000 in exchange for a 40% share of the company. The deal is frequently cited as an example of a pitch that achieved substantial growth after appearing on the programme.
The brand developed from Roots's Caribbean cooking and festival food sales into a supermarket product and then a broader food range. Its success made the pitch particularly memorable in the show's history.
A frequent error is to report only the cash figure or only the equity figure. The complete televised agreement involved both: £50,000 invested and 40% ownership transferred to the investors.