Levi Roots is the entrepreneur associated with the Reggae Reggae Sauce pitch on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme as a musician and food entrepreneur. He presented his Caribbean-style sauce and explained its commercial potential to the Dragons. The pitch became one of the show's best-known success stories because it combined a distinctive product, a memorable brand and a strong personal story.
The sauce was developed from a family recipe and became the foundation of the Reggae Reggae brand. Roots's appearance helped turn him into a nationally recognised entrepreneur, while the product later expanded into a wider range of Caribbean-inspired foods.
A common mix-up is to identify the sauce only by the brand name or to confuse Roots with another Dragon's Den food entrepreneur. The entrepreneur's name is Levi Roots, while Reggae Reggae Sauce is the product. His pitch is also remembered for leading to an investment agreement with Dragons Peter Jones and Richard Farleigh.