Levi Roots became famous on Dragon's Den for pitching his sauce brand.
The entrepreneur appeared on the BBC programme in 2007, presenting the product that became Reggae Reggae Sauce. His performance combined a commercial pitch with music and storytelling, helping the presentation stand out to viewers. The business subsequently expanded from a small-scale food product into a widely recognised brand.
Roots was born Keith Valentine Graham and adopted the stage name Levi Roots as a reggae musician. His identity as a performer was part of the product's public image, not merely a television gimmick. The sauce's branding and promotion drew heavily on Caribbean food and reggae culture.
A common mix-up is to identify the entrepreneur by the product name rather than his name, or to confuse the pitch with other food businesses shown on the programme. The person who presented the sauce was Levi Roots, while Reggae Reggae Sauce was the product being offered to the Dragons.