In the 2007 Dragon's Den pitch, what brand name did Levi Roots use for his sauce?

In his 2007 Dragon's Den pitch, Levi Roots presented his sauce under the brand name Reggae Reggae Sauce.

Roots, whose real name is Keith Valentine Graham, appeared on the programme as a musician and food entrepreneur. He pitched a Caribbean-style jerk sauce based on a family recipe and used a song, “Reggae Reggae Sauce,” to make the product memorable. The presentation became one of the programme's best-known pitches.

The product was subsequently developed into a wider food brand, with the sauce becoming available through major retailers. Roots accepted investment from Peter Jones and Richard Farleigh, helping the business move from a small-scale operation toward national distribution.

The brand name is sometimes shortened casually to “Reggae sauce,” but the product associated with the Dragon's Den pitch is officially known as Reggae Reggae Sauce. The pitch is also often remembered as a music-and-food success story rather than simply a conventional investment presentation.