Peter Jones backed Levi Roots's Reggae Reggae Sauce pitch alongside Richard Farleigh.
Levi Roots presented the sauce on Dragon's Den in 2007, asking for investment to expand production and distribution. The pitch attracted Peter Jones and Richard Farleigh, who agreed to invest in exchange for equity in the business.
Peter Jones is one of the programme's longest-serving investors and is associated with technology, retail and consumer businesses. His involvement gave the sauce access to business expertise and helped turn a distinctive product into a larger commercial brand.
The pitch is sometimes described as a solo investment by Jones because he became the more visible dragon connected with the brand. The original televised deal, however, involved both Jones and Farleigh, making the precise answer Peter Jones for the investor asked for here.