Which Dragon's Den investor made the investment deal with Levi Roots for Reggae Reggae Sauce?

Peter Jones and Richard Farleigh made the Dragon's Den investment deal with Levi Roots for Reggae Reggae Sauce.

Roots pitched his sauce in the 2007 series and secured investment from Jones and Farleigh. The deal became one of the programme's most famous success stories because the product developed into a major retail brand after the broadcast.

Viewers sometimes remember only Peter Jones because he remained a prominent Dragon for many later series. Richard Farleigh, however, was also part of the original deal shown in Roots's pitch. The two investors negotiated together rather than the investment being made by Jones alone.

The televised agreement was an important step, but the brand's later growth also depended on manufacturing, distribution, marketing and retail expansion. A television deal created opportunity; it did not by itself guarantee the company's subsequent success.