Levi Roots pitched Reggae Reggae Sauce on the British TV show Dragon's Den in 2007.
Roots, whose birth name is Keith Valentine Munroe, presented his Caribbean-style jerk barbecue sauce to the Dragons. The pitch became one of the programme's most famous success stories because the product combined a distinctive brand, a memorable presentation and a clear route into the food market.
Peter Jones and Richard Farleigh invested in the business after the pitch. The sauce later became the foundation of a wider food brand associated with Caribbean flavours, music and Roots's public persona.
People sometimes remember the pitch as involving only Peter Jones, because Jones became the best-known Dragon linked with the deal. Richard Farleigh also participated in the original investment, making the accepted answer the entrepreneur's name rather than a Dragon's name.