Levi Roots received a £50,000 investment for Reggae Reggae Sauce on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 with his Caribbean-style sauce. Peter Jones and Richard Farleigh offered the investment in exchange for a share of the business, and Roots accepted the deal.
The television appearance helped turn the sauce into a widely recognised food brand. Roots later expanded the business into a broader range of Caribbean food products. The investment is often remembered because the pitch combined a distinctive product with Roots's established identity as a reggae musician and performer.