Peter Jones invested in Levi Roots's Reggae Reggae Sauce alongside fellow dragon Richard Farleigh.
Levi Roots pitched his Caribbean-style barbecue sauce on Dragons' Den in 2007. The presentation attracted attention because Roots combined a distinctive food product with a strong musical and cultural identity. Jones and Farleigh agreed to invest, helping the sauce move from a small-scale operation toward wider commercial distribution.
The deal became one of the programme's most memorable success stories. Reggae Reggae Sauce was subsequently developed into the wider Reggae Reggae brand, with products appearing in supermarkets and other retail channels. Roots also became a prominent author, performer and television personality.
The investment is often remembered as a deal involving only one dragon, but the televised agreement involved Peter Jones and Richard Farleigh. Farleigh was an investor on the UK programme at that time, although he later left the regular panel.