Peter Jones invested in Levi Roots's Reggae Reggae Sauce alongside Richard Farleigh after the 2007 Dragons' Den pitch.
Roots asked for investment to grow his Caribbean sauce business. The televised negotiation ended with Jones and Farleigh agreeing to provide funding in return for equity. Their backing helped the brand move beyond small-scale production and gain access to wider retail distribution.
The pitch is often remembered because it combined a clear product identity with a founder who already had experience as a musician and performer. The sauce's name, packaging and Caribbean flavour profile also gave it a distinctive position in the expanding supermarket food market.
The answer is Peter Jones, not Richard Farleigh: Farleigh was the other investor in the deal. The distinction matters because both Dragons accepted the offer, while Levi Roots was the entrepreneur presenting the company.