Levi Roots pitched Reggae Reggae Sauce on Dragons' Den and secured investment from Peter Jones and Richard Farleigh. The sauce became one of the programme's most famous success stories.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He had already developed a recipe based on Caribbean flavours before appearing on the programme, and his lively presentation helped make the pitch memorable to viewers.
The televised deal was for £50,000 in exchange for a 40% stake, shared between Jones and Farleigh. The investment helped Roots expand production, distribution and branding. The product later grew into the wider Reggae Reggae food brand, including marinades and other Caribbean-inspired products.
The pitch is sometimes remembered as a solo Peter Jones investment, but Richard Farleigh was also involved in the on-screen deal. Reggae Reggae Sauce is therefore a useful example of how a Dragons' Den pitch can become a national consumer brand.