Levi Roots pitched Reggae Reggae Sauce on Dragon's Den and received investment from Peter Jones and Richard Farleigh.
Roots appeared on the programme in 2007, presenting his Caribbean-style sauce and explaining its connection with his family recipe and music career. The pitch became one of the show's best-known success stories because the product quickly moved from a small entrepreneurial idea into a widely distributed food brand.
The deal shown on the programme involved £50,000 for a 40% share of the business. Richard Farleigh later left the arrangement, while Peter Jones continued as an investor. The brand expanded into a wider range of Caribbean-inspired food products.
The sauce is commonly called Reggae Reggae Sauce, while the business later used the name Reggae Reggae. This question is distinct from asking which dragon invested or what equity was offered: the entrepreneur presenting the product was Levi Roots.