The Dragon's Den deal offered Levi Roots 40% of Reggae Reggae Sauce.
Roots appeared on the British programme in 2007 seeking investment for his Caribbean-inspired sauce. The pitch led to an offer of £50,000 in exchange for a 40% share of the business. Peter Jones and Richard Farleigh made the investment offer together, linking the television appearance to the brand's subsequent expansion.
The percentage is sometimes mixed up with the cash amount, because both figures are frequently mentioned in accounts of the pitch. They describe different parts of the offer: £50,000 was the proposed investment, while 40% was the equity stake requested.
The business later developed into a wider food brand associated with Levi Roots. The deal is one of the programme's most recognisable examples of a pitch becoming a major commercial success, but the precise answer to this question is the equity percentage, not the investment amount.