Levi Roots offered 20% of Reggae Reggae Sauce for the investment proposed on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-inspired sauce on the programme in 2007. The televised deal offered £50,000 for a 40% stake, shared by Peter Jones and Richard Farleigh, rather than the 20% stake Roots had initially offered.
The pitch became one of the show's best-known success stories because the Reggae Reggae brand expanded beyond the original sauce into a wider range of food products and media ventures.
A common mix-up is to report 20% as the stake actually accepted. It was the equity percentage Roots proposed in his pitch; the dragons' on-screen counteroffer was for a larger share.