Levi Roots pitched Reggae Reggae Sauce on Dragon's Den before receiving investment from Peter Jones and Richard Farleigh.
Roots appeared on the programme in 2007, presenting his Caribbean-style jerk barbecue sauce. He sought £50,000 in exchange for a share of the business and secured a deal after attracting interest from two Dragons. The television appearance helped turn the sauce into a widely recognised British food brand.
The product was originally associated with Roots's recipe and his musical identity; “Levi Roots” is the stage name of Keith Valentine Graham. The sauce later expanded into a broader range of Caribbean-inspired food products, including marinades and cooking sauces.
People sometimes remember the pitch simply as a successful music-related investment, but the investable product was the sauce business itself. The key Dragon's Den fact is the connection between Levi Roots and Reggae Reggae Sauce.