In Dragon's Den, which business did Levi Roots pitch when he secured investment from two Dragons?
Answer
Reggae Reggae Sauce
Answer
Reggae Reggae Sauce
Levi Roots pitched Reggae Reggae Sauce on Dragon's Den and secured investment from two Dragons.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a Caribbean-style jerk barbecue sauce based on a family recipe and sought investment to turn the product into a larger commercial brand.
The pitch became one of the programme's most memorable success stories. Peter Jones and Richard Farleigh invested together, giving Roots the capital and business support needed to expand distribution and develop the Reggae Reggae brand. The sauce went on to become a widely recognised product in British supermarkets.
The brand is sometimes described simply as Levi Roots sauce, but its original and best-known product name is Reggae Reggae Sauce. This question concerns the business he pitched, rather than asking who created the brand. The distinction makes the answer a specific product name.
Source: Wikipedia · fact-checked Oct. 2026