Levi Roots pitched Reggae Reggae Sauce on Dragon's Den and became known by that name.
Levi Roots was born Keith Valentine Graham. He presented his Caribbean-style sauce to the Dragons in 2007, seeking investment to expand production and distribution. Peter Jones and Richard Farleigh agreed to invest £50,000 for a 40% stake in the business.
The pitch became one of the programme’s best-known success stories because the sauce moved from a small operation into supermarkets and a broader food brand. Roots’s performance also connected the business proposal with his career as a musician and performer.
People sometimes confuse the product name with the entrepreneur’s legal name. “Levi Roots” is the public name under which Graham built the brand, while Reggae Reggae Sauce is the product that formed the basis of the Dragon’s Den pitch.