The original investment amount offered to Levi Roots for Reggae Reggae Sauce on Dragon's Den was £50,000.
Levi Roots presented his Caribbean jerk sauce on the BBC programme in 2007. Peter Jones and Richard Farleigh offered £50,000 in exchange for 40% of the business. Farleigh subsequently withdrew, while Jones remained connected with the investment.
The pitch became famous because Roots combined a distinctive product with a strong personal story and a clear brand identity. Reggae Reggae Sauce later expanded from a single sauce into a broader food range and achieved national retail distribution.
The amount can be confused with the equity percentage or with later business valuations. The figure asked for here is the cash investment in the televised offer, not the shareholding or the company's later worth.