In Dragons' Den, what is the name of Levi Roots's Jamaican sauce brand?

Levi Roots's Jamaican sauce brand is called Reggae Reggae Sauce. The product became one of the best-known success stories associated with Dragons' Den after Roots pitched it to the Dragons.

Levi Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. His sauce was based on a family recipe and combined Caribbean flavours with a strong reggae-inspired identity. The memorable branding helped distinguish it in the crowded sauce market.

Roots appeared on the programme in 2007 and secured a deal with Peter Jones and Richard Farleigh. The televised pitch helped turn the sauce into a nationally recognised product, later sold through major UK retailers and expanded into a wider food range.

The product is often remembered simply as “Reggae Reggae,” but its official brand name is Reggae Reggae Sauce. It is also frequently confused with Levi Roots the person, who became the public face of the brand after the pitch.