Levi Roots created the Reggae Reggae Sauce brand featured on the BBC programme Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. His sauce pitch became one of the programme's best-known success stories after he sought investment to develop and distribute the product more widely.
The brand's identity combines Caribbean cooking with reggae music and Roots's public persona. The sauce was initially associated with a recipe developed within his family and was later produced commercially under the Reggae Reggae name.
The television appearance brought national attention, but the business outcome depended on manufacturing, retail distribution, branding and later product development. The story is often remembered as a simple pitch success, while the wider business involved building a food range and negotiating access to major retailers.