Levi Roots secured investment for Reggae Reggae Sauce on the BBC business show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-inspired barbecue sauce and won backing from Peter Jones and Richard Farleigh. The televised pitch helped turn a small food business into a widely recognised British brand.
Roots had already developed a musical career before becoming known as a food entrepreneur. His stage name came from his Rastafarian identity and musical work. Reggae Reggae Sauce was later sold through major UK retailers and expanded into a wider range of products.
The pitch is often remembered as a solo success, but the televised investment involved two Dragons. Dragon's Den contestants generally negotiate equity as well as cash, so the headline investment figure does not represent a simple loan.