Levi Roots is the entrepreneur known for creating the Reggae Reggae Sauce brand featured on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce on the British programme. The pitch helped introduce the product to a much wider audience and became one of the series’ most recognisable success stories. Reggae Reggae Sauce subsequently developed into a broader food brand associated with Caribbean flavours and Roots’ public persona as a musician and entrepreneur.
The sauce’s story is often linked to Roots’ family recipe and his earlier trading at festivals and events. His Dragons' Den appearance is particularly memorable because the pitch combined food, music and a distinctive brand identity.
This question concerns the entrepreneur who created the product, not the investor who agreed to back it. Peter Jones and Richard Farleigh were involved in the deal shown on the programme, so identifying the entrepreneur and identifying the Dragons are separate facts.