Levi Roots won a £50,000 Dragon's Den investment for 40% of Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 and pitched his Caribbean-style barbecue sauce. The proposal attracted investment from Peter Jones and Richard Farleigh. The deal helped transform a small food venture into a widely recognised consumer brand.
The sauce was later sold under the Reggae Reggae Sauce name and became closely associated with Roots's musical and Caribbean identity. His appearance is often cited as one of the programme's most successful investments because the pitch led to substantial retail expansion and strong public recognition.
Some accounts shorten the story to “Levi Roots got a deal,” but the distinctive figures are £50,000 for 40%. The original on-screen agreement and later commercial developments should not be treated as identical: business terms can change after due diligence.