Levi Roots pitched the Reggae Reggae Sauce brand to the BBC investors on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented the sauce as a Caribbean-inspired food business. The pitch became one of the show's best-known examples of an entrepreneur using television exposure to move from small-scale sales toward a national consumer brand.
Reggae Reggae Sauce is associated with jerk cooking and a distinctly Jamaican flavour profile. After the television appearance, the brand expanded beyond the original sauce into a wider range of food products and related commercial ventures.
This fact identifies the entrepreneur, not the investment terms. The sauce pitch is often discussed alongside the amount of money and equity requested, but those are separate facts and can vary in how summaries describe the televised negotiation. The stable identification is that Levi Roots made the pitch.