Levi Roots accepted a £50,000 investment for Reggae Reggae Sauce on Dragon's Den.
Levi Roots, the stage name of Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. The pitch became one of Dragon's Den's best-known success stories because the product had a memorable brand, a clear culinary identity and a strong personal story behind it.
Roots reached a deal involving Peter Jones and Richard Farleigh. The televised offer was £50,000 in return for a 40% share of the business. Reggae Reggae Sauce subsequently became the foundation of a wider food brand sold under the Reggae Reggae name.
The deal is often remembered as a simple solo investment, but two Dragons were involved in the televised agreement. The £50,000 figure also refers to the investment offered for the stated equity, not to the later value of the expanded brand.