Peter Jones and Richard Farleigh offered Levi Roots £50,000 for 40% of Reggae Reggae Sauce on Dragon's Den.
The offer came during Roots's 2007 appearance, when he presented a Caribbean barbecue sauce based on a family recipe. The proposed investment valued the business at £125,000 before considering the deal's future growth.
The pitch became especially notable because Roots combined entrepreneurship with his career as a reggae musician. The televised exposure helped establish him as a national brand figure, while the sauce gained wider retail attention after the appearance.
A common mix-up is to remember the cash amount but assign the equity to a different pitch. The deal was made jointly by Jones and Farleigh, and the figure discussed on the programme was 40%, not the smaller percentages associated with many later investment offers.