The agreed investment amount for Levi Roots's Reggae Reggae Sauce on Dragon's Den was £50,000.
Levi Roots presented the sauce during the programme's second series. The pitch attracted Peter Jones and Richard Farleigh, who agreed to invest the money in exchange for a share of the business. The televised figure is one reason the presentation is frequently cited when discussing successful Dragon's Den deals.
The investment was not simply a prize awarded for a good pitch. It was a negotiated commercial agreement involving equity, expertise and access to the investors' business networks. The brand subsequently grew into a substantial food business.
A common mix-up is to remember only the percentage offered and forget the cash figure. The deal is generally reported as £50,000 for 40% of the company, although later business valuations and product expansion are separate from the original on-screen agreement.