Peter Jones invested in Levi Roots's Reggae Reggae Sauce alongside Richard Farleigh on Dragon's Den.
The 2007 pitch sought £50,000 in return for a 40% share of the sauce business. Jones and Farleigh made the investment together, giving the entrepreneur access to capital and experienced business contacts.
The deal is frequently remembered because Reggae Reggae Sauce went on to achieve wide retail distribution and became the foundation of the Levi Roots food brand. It is also one of the clearest examples of a Dragon’s Den pitch becoming commercially prominent after the broadcast.
The panel can create confusion because several long-serving investors have backed food and consumer brands over the years. In this particular deal, however, the investors were Peter Jones and guest Dragon Richard Farleigh. The question concerns Jones’s participation, not Roots’s later brand partnerships.