Peter Jones invested in the British business Reggae Reggae Sauce alongside Richard Farleigh.
The investment followed Levi Roots's Dragon's Den pitch for his Caribbean-style sauce. Peter Jones and Richard Farleigh were the Dragons associated with the televised offer, providing backing for a product that later became a prominent UK food brand.
The story is notable because the pitch combined a distinctive personal brand with a product that could be scaled through retail distribution. Roots's performance and the sauce's memorable identity helped make the segment one of the programme's most frequently remembered business cases.
Viewers sometimes name Levi Roots as the answer because he is inseparable from the product. He was the entrepreneur seeking investment, however, while Peter Jones was one of the Dragons making the deal. Richard Farleigh is the other investor named in the question.