Peter Jones invested £50,000 in the Reggae Reggae Sauce business after Levi Roots pitched it on Dragons' Den.
Levi Roots, whose real name is Keith Valentine Graham, presented his Caribbean jerk barbecue sauce to the BBC investors in 2007. The pitch became one of the programme's most recognisable success stories, helping turn a small food venture into a major commercial brand.
Jones's investment was made in partnership with fellow Dragon Richard Farleigh. The deal gave the business access not only to capital but also to retail, marketing and commercial expertise. The sauce was subsequently distributed widely and became associated with Roots's music, cooking and Rastafarian-inspired branding.
A frequent mistake is to remember the pitch but omit the investment amount or to attribute the complete deal to a single Dragon. The £50,000 figure refers to the total investment agreed during the televised pitch, rather than a later valuation of the company.