Peter Jones and Richard Farleigh jointly received 40% of Reggae Reggae Sauce after investing in Levi Roots's pitch.
Levi Roots presented his jerk barbecue sauce on Dragon's Den, where the pitch attracted investment from Peter Jones and Richard Farleigh. The televised deal helped turn a product associated with Roots's family recipe and Caribbean cooking into a major commercial brand.
The investment is often remembered because the sauce became one of the programme's best-known success stories. The business subsequently expanded its range and secured retail distribution, making the pitch a frequently cited example of television exposure combined with practical investor support.
The percentage refers to the equity agreed in the deal, not the amount invested. The commonly quoted investment was £50,000, while the ownership figure was 40%. Later commercial developments should not be mistaken for the original on-screen terms.