In Dragon's Den, what is the name of the Jamaican-inspired sauce brand launched by Levi Roots?

Levi Roots launched the Jamaican-inspired brand Reggae Reggae Sauce after appearing on Dragon's Den.

Roots presented the sauce on the programme in 2007, seeking investment to expand production and distribution. The product's name, branding and musical connection reflected his background as a reggae musician as well as the sauce's Caribbean inspiration.

The televised pitch became one of Dragon's Den's most memorable stories. Roots accepted an offer involving Peter Jones and Richard Farleigh, and the deal helped turn a small food venture into a widely distributed retail brand. Accounts of the pitch sometimes simplify the investment by naming only one Dragon, but the on-screen proposal involved two investors.

Reggae Reggae Sauce is not the same thing as the later Levi Roots product range as a whole. The original sauce became the flagship item, while the brand subsequently expanded into other foods and merchandise. Its success is often cited as an example of television exposure accelerating a consumer-food business.