Peter Moule presented the Chocbox electrical-cable organiser on Dragon's Den.
Chocbox was designed as a small plastic enclosure for concealing and protecting electrical connections. Moule pitched the product on the BBC programme, where it attracted attention because it addressed an ordinary household problem with a simple, low-cost object.
The product became associated with the practical-invention side of Dragon's Den. Rather than relying on complex technology, its appeal came from installation convenience and the possibility of selling through hardware and home-improvement channels. This type of pitch is common on the programme because the Dragons assess both the invention and the commercial route to market.
Chocbox is sometimes confused with other electrical accessories shown on the series. The identifying detail is its purpose: it is a protective box for electrical cable connections, and its Dragon's Den entrepreneur was Peter Moule.