Levi Roots launched the Reggae Reggae Sauce brand after appearing on BBC's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style barbecue sauce to the Dragons in 2007. Peter Jones and Richard Farleigh agreed to invest £50,000 for a 40% share of the business. The sauce was subsequently stocked by Sainsbury's and became one of the programme's best-known success stories.
The brand name reflects Roots's musical career as well as the sauce's Jamaican inspiration. Before his television appearance, Roots was known as a reggae musician and performer. His Dragon's Den pitch helped turn a small food business into a national brand.
A common mix-up is to credit Peter Jones alone with the deal. Richard Farleigh was also part of the original investment, although Farleigh later left the programme. The product is often described as jerk sauce, but its official branding is Reggae Reggae Sauce.