Levi Roots pitched Reggae Reggae Sauce on Dragon's Den before securing investment.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He appeared on the British programme in 2007 to present his Caribbean-style sauce, combining his musical persona with a food-business proposal.
The pitch became one of the programme’s best-known success stories. Roots reached an agreement with Peter Jones and Richard Farleigh for £50,000 in exchange for a stake in the business. Reggae Reggae Sauce subsequently became the foundation of a broader food brand.
The product’s name is sometimes shortened casually to “Reggae sauce,” but the branded product is Reggae Reggae Sauce. The story is remembered not merely because of the investment, but because the sauce achieved major retail visibility after the broadcast.