Levi Roots is the entrepreneur behind Reggae Reggae Sauce, which he pitched on Dragon's Den.
Roots appeared on the programme in 2007 seeking investment for his Caribbean-style barbecue sauce. He accepted an offer from Peter Jones and Richard Farleigh, securing investment in exchange for a stake in the business. The televised pitch helped turn the sauce into a widely recognised British food brand.
Levi Roots was born Keith Valentine Graham in Jamaica and moved to the United Kingdom as a child. Before becoming a food entrepreneur, he was known as a reggae musician and performer. His music career helped shape the branding and name of the sauce.
A common mix-up is to identify Peter Jones alone as the investor associated with the pitch. The televised deal involved two Dragons, while the entrepreneur who created and presented the product was Levi Roots.