Levi Roots pitched the Reggae Reggae Sauce business on BBC's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style jerk barbecue sauce and performed part of his pitch with a guitar, helping make the presentation one of the show's best-known moments.
The sauce was developed from a family recipe and had already been sold at Notting Hill Carnival in London. The television appearance brought Roots a deal with Peter Jones and Richard Farleigh, although the eventual business arrangements changed after the programme.
A common mix-up is to identify Reggae Reggae Sauce as an invention created solely for television. Roots had been making and selling the sauce before his appearance. The BBC programme provided exposure and investment, while later manufacturing and retail distribution helped turn the product into a national brand.