Levi Roots offered 20% of Reggae Reggae Sauce to the Dragons' Den investors in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the programme seeking investment to expand his Caribbean barbecue sauce business. The pitch helped transform a product already associated with his music and food events into a widely recognised retail brand.
Peter Jones and Richard Farleigh invested in the business. The deal gave Roots access to capital, manufacturing expertise and retail connections, while the investors received an ownership stake in the company. The televised agreement is often remembered as one of the programme’s most successful and culturally distinctive pitches.
The percentage refers to the equity offered, not the amount of money invested. That distinction matters because business pitches commonly combine an investment sum with a proposed share of ownership. Reggae Reggae Sauce later became part of a broader food brand built around Levi Roots.