In Dragons' Den, what business did entrepreneur Levi Roots pitch when he secured investment in 2007?

Levi Roots pitched Reggae Reggae Sauce on Dragons' Den and secured investment in 2007.

Roots, whose real name is Keith Valentine Graham, was already known as a reggae musician when he appeared on the programme. He presented his Caribbean-style jerk barbecue sauce and explained how it had been sold at the Notting Hill Carnival.

The pitch became one of the programme's most memorable success stories. Peter Jones and Richard Farleigh agreed to invest £50,000 in exchange for a 40% stake in the business. The sauce was subsequently developed and distributed commercially under the Reggae Reggae brand.

A common mix-up is to identify the product simply as jerk sauce. Jerk is a style of Caribbean seasoning and cooking, whereas Reggae Reggae Sauce is the branded product Roots presented. The pitch helped turn Roots from a musician with a food recipe into a nationally recognised food entrepreneur.