The Dragons’ Den star tells us he’s got a hotter hit than any of Cowell’s talent show creations.
Entrepreneur Peter, 47, put his money where his mouth was in backing Jamaican-born Levi Roots on the BBC’s hit show.
Since then the Reggae Reggae sauce brand has become a multi-million pound bonanza.
“It’s not just the best investment in Dragons’ Den history, I think it’s the best on TV,” insisted Peter.
“It’s amazing from a sauce to a £40 million annual business.
“I think it’s arguably more successful than anybody on television, including the winners of X Factor and Britain’s Got Talent.
“He’s making millions here. I don’t think there are any artists doing it to that extent.
“He’s in a good place and he thoroughly deserves it because he’s a genuinely lovely person.”
The talented musician, who walked into the den strumming a guitar and singing, famously almost blew his chances with a maths howler.
“He got all his quantities wrong,” smiles Peter.
“He said he was going to sell 40 tons. Now when he does a speech he says he didn’t actually get it wrong because he’s selling more than that today.
“So, he comes back at me with that one.”
Peter admits that Levi’s “stratospheric” success takes his win-lose rate on the show to a whole new level.
And he says that he’s also perfectly comfortable with the ones that supposedly got away.
“People say that we missed out on the kids’ luggage firm Trunki but that’s nonsense.
“They’ve done well as a business but they’re only at the valuation now they said when they came into the Den.
“I’d have waited five years to get my money back, so we were clearly right not to invest as we wouldn’t have made any cash.”
The new-look line-up, with Piers Linney and Kelly Hoppen, gets a big thumbs-up.
“It’s a much-needed change,” he confides. “Kelly’s an incredible designer and she brings a real edge.
“She’s a friend and I recommended her to the BBC. Competing in the Den might be the best way to lose a friend, but we haven’t fallen out yet although that time will come.”
Filming has switched to Salford, with the new set and a lift instead of stairs.
That means the dad-of-five spending more time away from partner Tara and their kids at his Buckinghamshire home.
“It was fine when it was Pinewood, which was nearby, but it’s hard in Manchester.
“I’m always running outside to call after a pitch.”
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