Levi Roots became famous after securing Dragon's Den investment for his sauce brand.
Roots presented Reggae Reggae Sauce during the 2007 series, combining a commercial pitch with a performance of a song about the product. His personality and the product's Caribbean identity made the appearance one of the programme's most widely remembered pitches.
The deal involved Peter Jones and Richard Farleigh, and the resulting business developed into a national food brand. The product later appeared in supermarkets and expanded beyond the original sauce into marinades, seasonings and other foods.
The name Levi Roots is a stage name used by Keith Valentine Graham, a Jamaican-British singer and entrepreneur. His music career predates the television appearance, so the show marked a major expansion of his public identity rather than his first work in entertainment.