Levi Roots secured £50,000 on Dragon's Den for his Reggae Reggae Sauce business. His 2007 appearance became one of the show's most recognisable success stories because the charismatic musician presented a sauce based on his family recipe.
The televised deal involved Peter Jones and Richard Farleigh, who offered the money in exchange for a substantial share of the company. The sauce was subsequently developed and distributed through major UK retailers under the Reggae Reggae brand.
Roots, whose real name is Keith Valentine Graham, was already known as a reggae musician before the pitch. His Dragon's Den appearance helped turn a small food venture into a national brand and made him a prominent example of a successful television-backed entrepreneur.