Peter Jones made the £50,000 offer for Levi Roots's Reggae Reggae Sauce alongside Richard Farleigh.
Levi Roots presented the sauce on Dragon's Den in 2007. Jones and Farleigh jointly offered £50,000 for 40% of the business, subject to the usual conditions associated with a televised investment proposal.
The pitch became especially memorable because Roots used music and performance as part of his presentation. The sauce then developed into a prominent commercial brand, making the segment a frequently cited example of a Dragon's Den business gaining substantial visibility after appearing on the programme.
The deal is often simplified in summaries as “Levi Roots got investment from Peter Jones.” That is incomplete: Richard Farleigh was also part of the on-screen offer. The specific answer here is Jones, the co-investor named alongside Farleigh.