Peter Jones invested in Levi Roots's Reggae Reggae Sauce alongside Richard Farleigh on the BBC television show Dragon's Den.
Levi Roots pitched the sauce in 2007 and requested £50,000. Jones and Farleigh jointly offered that amount for 40% of the company, creating one of the programme's best-known deals.
The investment helped Roots move from small-scale production toward broader manufacturing and retail distribution. The brand later developed a range of Caribbean-inspired food products and became strongly associated with Roots's public persona.
The deal is sometimes remembered as a solo investment because Jones became the more prominent long-term dragon associated with the story. However, Richard Farleigh was also part of the original on-screen agreement, so both investors belong in the account of the pitch.