Keith Valentine used the stage name Levi Roots when he pitched Reggae Reggae Sauce on Dragon's Den.
Roots is a Jamaican-British musician, chef and entrepreneur. He became widely known through his appearance on the BBC programme, where he presented his Caribbean-inspired sauce and sought investment to develop it as a commercial product. His musical background helped shape the brand's distinctive reggae identity.
The sauce was later manufactured and sold through major retailers, turning the pitch into one of the show's best-known business stories. Roots continued to build a wider food and media brand around Caribbean cooking.
The name Levi Roots is a professional name rather than his birth name. It is also not the name of the sauce itself: Reggae Reggae Sauce is the product, while Levi Roots is the entrepreneur and brand identity associated with it.