Levi Roots secured £50,000 for 40% of his business on Dragon's Den in 2007.
Roots appeared on the programme to pitch his Caribbean-style Reggae Reggae Sauce. The televised deal helped turn a small food venture into a widely recognised brand, and the sauce became one of the best-known products associated with the British programme.
The investment was offered jointly by Peter Jones and Richard Farleigh. This is why some summaries describe the pitch as involving two Dragons, while the entrepreneur's name remains Levi Roots. The deal figure refers to the equity agreed in the pitch, not to the eventual value of the company or to every later investment.
Roots was already known in reggae circles as a musician before his food business became nationally prominent. His story is often cited as an example of television exposure accelerating a consumer brand. However, the show itself does not guarantee that every pitch becomes a lasting commercial success; the outcome depends on production, distribution and the agreement after filming.