Levi Roots created the Reggae Reggae Sauce brand that secured investment on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a jerk barbecue sauce based on a family recipe and sought investment to expand production and distribution.
The pitch became one of the programme's most famous success stories. Roots eventually developed the brand into a wider food business, with sauces, marinades and other products appearing in major retailers.
A common mix-up is to treat “Reggae Reggae Sauce” as merely a television product. The brand continued after the broadcast and became closely linked with Roots's public identity as a musician, entrepreneur and cookbook author. The sauce's name was inspired by his musical background.