Peter Jones backed Reggae Reggae Sauce after Levi Roots pitched it on Dragon's Den.
Levi Roots, the stage name of musician Keith Valentine Graham, appeared on the programme in 2007. He sought investment to develop and distribute his Caribbean-style jerk barbecue sauce, which had previously been sold at Notting Hill Carnival and other events.
Peter Jones agreed to invest alongside fellow dragon Richard Farleigh. The pitch became one of the show's most famous deals because the sauce developed into a major retail brand and Roots became closely associated with entrepreneurial success after television.
A common mix-up is to identify a single dragon as the only investor. The televised deal involved more than one dragon, while Peter Jones is the specific investor asked for here. The product was later sold under the name Reggae Reggae Sauce and became part of the wider Caribbean food brand.