Levi Roots pitched the Dragon's Den Reggae Reggae Sauce deal involving Peter Jones and Richard Farleigh.
The 2007 pitch is notable because two dragons joined the same proposed investment. Roots asked for funding to develop and distribute his Caribbean-style sauce, and Jones and Farleigh made the offer shown in the programme. The partnership gave the product access to experienced entrepreneurs as well as capital.
Roots was already known as a reggae musician, and his pitch deliberately used that background to make the product memorable. The sauce later expanded through retail and became the central product of a wider food brand. His Dragon's Den appearance is frequently cited as an example of television exposure accelerating a consumer business.
The deal is sometimes simplified into a claim that the programme instantly made the brand successful. In practice, retail growth required production, distribution, marketing and post-show commercial work. The televised negotiation was the public beginning of a larger business story.