Which Dragon invested in the Levi Roots sauce pitch with Richard Farleigh?

Peter Jones invested in the Levi Roots sauce pitch with Richard Farleigh.

Levi Roots pitched Reggae Reggae Sauce on Dragons' Den in 2007. Peter Jones and Richard Farleigh jointly offered £50,000 for 40% of the business, linking Jones to one of the programme's most famous food investments.

The product's appeal came from a combination of distinctive Caribbean flavour, a memorable brand, and Roots's confident performance. After the programme, the sauce gained wider retail distribution and became the foundation of a larger range of Caribbean-inspired products.

This investment is sometimes simplified as a Peter Jones deal, but Farleigh was also part of the original televised offer. It is also important to distinguish the pitch from later business developments: the broadcast agreement was an initial investment and equity arrangement, while manufacturing, distribution, marketing, and subsequent products shaped the brand's later success.