Levi Roots won investment on Dragon's Den after pitching Reggae Reggae Sauce in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to present his Caribbean-style barbecue sauce. The pitch became one of the show's most memorable success stories, and he accepted a £50,000 investment from Peter Jones and Richard Farleigh in exchange for a 40% stake in the business.
The product was subsequently developed and marketed under the Reggae Reggae brand, with Roots becoming both an entrepreneur and a prominent public ambassador for Caribbean food and culture. The sauce's commercial growth made the pitch especially influential in discussions of businesses that used television exposure to reach a mass audience.
People sometimes remember the pitch as involving the entire panel, but the investment came from Jones and Farleigh. Richard Farleigh was a guest dragon at the time, rather than a permanent member of the long-term lineup.