Peter Jones and Richard Farleigh sought 40% of Reggae Reggae Sauce for their Dragon's Den investment.
Levi Roots appeared on Dragon's Den in 2007 seeking investment for his Caribbean-inspired sauce business. Jones and Farleigh offered £50,000 in exchange for 40% of the company, and Roots accepted the joint proposal during the programme.
The figure describes the equity requested, not the amount invested. The cash amount was £50,000, while 40% represented the ownership stake the two investors wanted for providing that capital and their business expertise.
The deal is a frequent source of mix-ups because summaries often mention the £50,000 before the equity percentage. Keeping the two figures separate gives the precise terms: £50,000 for 40%, offered jointly by Jones and Farleigh.