Levi Roots launched Reggae Reggae Sauce after pitching it on BBC's Dragons' Den.
Roots appeared on the programme in 2007, presenting his Caribbean jerk barbecue sauce. Peter Jones and Richard Farleigh invested £50,000 for a share of the business. The pitch became one of the show's best-known success stories because the product moved from a small entrepreneurial venture into a widely distributed food brand.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. His musical background helped make the pitch especially memorable, but the investment was based on the sauce business and its commercial potential.
The product is often called simply Reggae Reggae Sauce, although the business later developed a broader range of sauces and Caribbean food products. Roots did not invent the general jerk-cooking tradition; he commercialised his own branded recipe.