To coincide with the release of his recipe book, Roots appeared on the 3 June 2008 edition of BBC's Ready Steady Cook as a celebrity.
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Despite erroneously claiming that he had an order for 2.5 million litres of the sauce (when in fact the order was for 2,500 kilograms), he was offered the £50,000 for a 40% stake in his business by Peter Jones and Richard Farleigh.
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He gained widespread fame after appearing on the UK television programme Dragons' Den, where he gained £50,000 funding for his Reggae Reggae Sauce.
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On 7 February 2007, Levi Roots appeared on Dragons' Den and convinced Peter Jones and Richard Farleigh to invest £50,000 in return for 40% of his company.