In Dragon's Den UK, which company did entrepreneur Reggae Reggae Sauce founder Levi Roots pitch?

On Dragon's Den UK, entrepreneur Levi Roots pitched his Reggae Reggae Sauce business.

Levi Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a Jamaican-inspired jerk barbecue sauce and explained its connection with his music and Caribbean cooking. The pitch became one of the show's best-known success stories because the product had a clear identity, memorable branding and an entrepreneur who could communicate its cultural story.

Roots secured investment from Peter Jones and Richard Farleigh on the programme. The business subsequently expanded beyond its original sauce into a wider range of Caribbean food products and helped make Roots a familiar figure in British food and entertainment.

The product is sometimes described simply as “Levi Roots sauce,” but its canonical brand name is Reggae Reggae Sauce. The company later used the Levi Roots name prominently, which is why both terms appear in coverage of the deal.