Levi Roots won investment for Reggae Reggae Sauce on the UK show Dragon's Den in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the programme with his Caribbean-inspired sauce. The pitch attracted Peter Jones, who agreed to invest alongside Roots. The televised presentation helped turn a small food venture into a widely recognised British brand.
Roots had already developed the sauce through family and community cooking traditions, and it had been sold at events before the television appearance. The recipe's commercial success demonstrated how a pitch can combine a distinctive product story with a marketable brand identity.
A common mistake is to name Peter Jones as the answer because he was the Dragon who invested. The question asks for the entrepreneur who brought the product to the Den, not the investor who made the deal. Reggae Reggae Sauce later expanded into a broader range of Caribbean food products.