In Dragon's Den, which sauce brand did Levi Roots pitch to the dragons?

Levi Roots pitched Reggae Reggae Sauce on Dragon's Den.

Roots appeared on the programme in 2007, presenting his Caribbean jerk barbecue sauce to the investors. The product was later branded Reggae Reggae Sauce and became the foundation of a much larger food business. His presentation combined a clear commercial proposal with the musical and cultural identity that became central to his public image.

The televised pitch resulted in an offer from Peter Jones and Richard Farleigh. The proposed deal was £50,000 for a 40% share of the business. Roots accepted the investment, although the final commercial arrangements are often discussed separately from what viewers saw in the episode.

The sauce is sometimes confused with other spicy or Caribbean brands. Reggae Reggae Sauce is specifically associated with Levi Roots, while Encona and Tabasco are unrelated brands. Roots later expanded into marinades, cooking sauces, books and restaurants.