In Dragons' Den, entrepreneur Levi Roots won investment for Reggae Reggae Sauce in the show's fourth series.
Roots appeared on the programme in 2007 to present his Caribbean-inspired barbecue sauce. His pitch became one of the show's most memorable because the product already had a strong personal story, distinctive branding and a clear connection to his musical and culinary background. The sauce was linked to his Jamaican heritage and was presented as a product with potential for wider supermarket sales.
The pitch resulted in investment from Peter Jones and Richard Farleigh. The deal helped move the product from a small-scale venture towards national distribution and made Roots one of the best-known entrepreneurs associated with the British programme.
People sometimes remember the product simply as “Reggae Sauce,” but its established brand name is Reggae Reggae Sauce. Levi Roots is the stage name of Keith Valentine Graham, and the Dragons' Den appearance was a major turning point in the brand’s commercial history.