Which Dragon invested in Levi Roots's Reggae Reggae Sauce on the British television programme Dragon's Den?

Peter Jones and Richard Farleigh invested in Levi Roots's Reggae Reggae Sauce on the British television programme Dragon's Den.

Levi Roots pitched his Caribbean-style sauce in 2007, seeking investment to expand the product beyond its early market. Jones and Farleigh made a joint offer of £50,000 for a 40% stake in the business. The televised pitch became one of the programme's best-known success stories.

Roots, whose real name is Keith Valentine Graham, was already known as a reggae musician and performer. The sauce's commercial growth after the programme helped turn the product into a widely recognised British food brand. The story is often cited as an example of how television exposure can add marketing value alongside direct investment.

The deal is sometimes simplified as a Peter Jones investment alone, but Richard Farleigh was also part of the televised offer. It is also important to distinguish the on-screen agreement from later commercial outcomes: televised deals still require due diligence and final legal terms before completion.