Levi Roots created Reggae Reggae Sauce and received investment after pitching the product on Dragon's Den.
Levi Roots is the stage name of Keith Valentine, a Jamaican-British musician, chef and entrepreneur. He developed the sauce from a family recipe and sold it commercially under the Reggae Reggae brand. His Dragon's Den pitch became one of the programme's best-known success stories because the product already had a distinctive identity, a memorable presentation and a clear connection to his musical and Jamaican heritage.
The appearance helped introduce the sauce to a much wider audience. Reggae Reggae Sauce subsequently became part of a broader food range, while Roots continued working as a performer, author and broadcaster. The investment story is often cited as an example of how television exposure can matter alongside the financial deal itself.
The entrepreneur is usually called Levi Roots rather than Keith Valentine in business and media coverage. That distinction explains why both names may appear in accounts of the pitch, but the canonical answer to the television question is his better-known public name.