Levi Roots pitched Reggae Reggae Sauce on Dragons' Den and received investment from Peter Jones.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean jerk barbecue sauce and negotiated a deal with Peter Jones. The pitch turned the musician and entrepreneur into one of the show's best-known success stories.
The sauce was subsequently marketed as part of the Reggae Reggae brand. Roots' background in music and Caribbean cooking helped distinguish the pitch, while the television appearance gave the product substantial public exposure.
People sometimes remember the deal as involving every Dragon or as a joint investment by several investors. The key answer is Levi Roots: he was the entrepreneur behind the sauce, while Peter Jones was the Dragon associated with the investment shown on the programme.