Levi Roots received a £50,000 investment offer for Reggae Reggae Sauce on Britain's Dragon's Den.
Roots appeared on the programme in 2007 and pitched his Caribbean-style barbecue sauce. He sought £50,000 in exchange for a share of the business, and the pitch helped bring the product to a much wider audience.
The sauce was developed from Roots’s family recipe and was subsequently commercialised under the Reggae Reggae brand. His appearance is often remembered as one of the show’s most successful examples of television exposure helping an entrepreneur expand a food product.
The deal is sometimes simplified as a solo investment, but the on-screen agreement involved Peter Jones and Richard Farleigh. The programme records offers made during filming; as with many televised pitches, later business arrangements and outcomes can develop beyond the original negotiation.