Peter Jones invested in Reggae Reggae Sauce alongside Richard Farleigh on Dragons' Den.
Levi Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-style barbecue sauce to the Dragons. The product was based on a family recipe and was presented as a sauce inspired by Jamaican cooking and reggae culture.
The televised deal involved investment from Peter Jones and Richard Farleigh. The sauce later became the flagship product of the Reggae Reggae brand and was widely distributed in British supermarkets.
This fact is often confused with the separate question of which Dragon founded Reggae Reggae Sauce: the brand was created by Levi Roots, who was the entrepreneur seeking investment, not one of the Dragons. The programme helped bring both Roots and the sauce to a much wider audience.