Levi Roots received a £50,000 investment for Reggae Reggae Sauce on the BBC show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-style jerk barbecue sauce on the programme in 2007. The pitch helped turn a small food venture into a widely recognised consumer brand.
Peter Jones and Richard Farleigh made the offer together in exchange for a share of the business. The appearance became one of the programme's best-known success stories because the sauce moved from a market-stall product toward supermarket distribution and broader brand development.
The investment is often remembered as a single-Dragon deal, but the televised agreement involved two Dragons. Roots also had a musical background and was known as a reggae performer, which explains the stage name used by the brand. The sauce brand later expanded into additional Caribbean food products and merchandise.