Peter Jones co-invested with Richard Farleigh in Levi Roots' Reggae Reggae Sauce on the British television series Dragons' Den.
Levi Roots appeared on the programme in 2007, presenting his Caribbean jerk barbecue sauce. The pitch became one of the show's best-known success stories because the sauce moved from a small market-stall product into a major retail brand.
Jones and Farleigh agreed to invest together rather than separately. The deal offered Roots £50,000 in exchange for a 40% share of the business. The on-screen agreement was later associated with the brand's expansion into supermarkets and additional products.
A common mix-up is to credit only one Dragon with the deal. Farleigh was also directly involved, while Jones is the investor most often linked with the brand in later coverage.