In Dragon's Den, Peter Jones was the first Dragon to invest in Levi Roots's Reggae Reggae Sauce pitch.
Levi Roots appeared on the programme in 2007 seeking investment for his sauce business. Peter Jones recognised the product's potential and made an offer, with Richard Farleigh also joining the deal. The pitch became a defining example of how television exposure and business investment could accelerate a food brand.
The wording matters because the deal is often summarised as an investment by both Peter Jones and Richard Farleigh. Asking who invested can therefore have two defensible names, but asking who invested first identifies Jones. Reggae Reggae Sauce later expanded into a wider range of Caribbean-inspired food products, while Levi Roots developed a broader media and restaurant profile.