Levi Roots received a £50,000 investment from Peter Jones and Richard Farleigh for Reggae Reggae Sauce on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 with his Caribbean-style sauce. The pitch helped bring national attention to the product and to Roots as an entrepreneur and musician.
The investment is frequently remembered as one of the show's best-known success stories. Reggae Reggae Sauce later became the flagship product of the brand associated with Levi Roots. The deal is sometimes described simply as a Dragons' Den success, but the named investors and the £50,000 figure identify the original televised offer.