Reggae Reggae Sauce

Deal

Spicy BBQ sauce

Season 4 · Ep 1 Food & DrinkAired 7 February 2007

Reggae Reggae Sauce is a spicy bbq sauce that got its big break on Dragons’ Den in Season 4, and convinced Peter Jones and RichardFarleigh to invest.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 20%
Offered equity: £250K
Sought valuation: £50K
Deal amount: 40%
Deal equity: £125K
Deal valuation

Founder Levi Roots stepped onto the carpet in Season 4, Episode 1 in the episode that aired 7 February 2007. Reggae Reggae Sauce, the spicy bbq sauce, pitched in the Food & Drink category, one of 67 food & drink businesses to brave the Den across all 22 seasons.

The ask was £50,000 for 20% of the company, an implied valuation of £250K.

Peter Jones and RichardFarleigh teamed up at £50,000 for 40% equity. That priced the company at £125K, a haircut from the £250K the founders walked in asking for, which is how negotiations in the Den usually go.

Season 4 saw 52 pitches, and 10 of them closed a deal on air. In the Food & Drink category overall, roughly 87% of pitches have landed a dragon across the show's history.

Peter Jones£25KRichardFarleigh£25K

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Frequently asked questions

Where can I buy Reggae Reggae Sauce?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Reggae Reggae Sauce get a deal on Dragons’ Den?

Yes. Reggae Reggae Sauce closed a deal for £50,000 in exchange for 40% equity, with Peter Jones and RichardFarleigh.

Which dragon invested in Reggae Reggae Sauce?

Peter Jones and RichardFarleigh invested in Reggae Reggae Sauce (£50,000 total as aired).

What season of Dragons’ Den was Reggae Reggae Sauce on?

Reggae Reggae Sauce appeared in Season 4, Episode 1, which aired 7 February 2007.

How much was Reggae Reggae Sauce asking for on Dragons’ Den?

The founders asked for £50,000 for 20% of the company, a £250K valuation.

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