The Dragon's Den investors offered £50,000 for 40% of Reggae Reggae Sauce.
Levi Roots made the pitch during the 2007 series, seeking investment to expand his Caribbean sauce business. Peter Jones and Richard Farleigh combined their offer, valuing the proposed share at the negotiated £50,000 investment.
The deal is frequently cited as a major Dragon's Den success story. Roots had already built recognition through music and food events, especially the Notting Hill Carnival, and the television appearance helped introduce the product to a much wider retail audience.
The percentage is sometimes misremembered as 50% because the investment amount and the equity figure are both round numbers. The televised proposal was specifically £50,000 for 40%, made jointly by Jones and Farleigh.