Levi Roots received investment for Reggae Reggae Sauce after appearing in series 4 of the BBC programme Dragon's Den.
Roots pitched his Caribbean-style sauce to the Dragons in 2007. The presentation became one of the show's best-known moments, and Peter Jones and Richard Farleigh agreed to invest in the business. The product subsequently expanded into a broader range of Caribbean food and drinks.
Roots had already built a career as a reggae musician and performer before becoming a food entrepreneur. His stage name was used professionally, while his birth name is a separate fact often asked about the same contestant.
The investment is remembered because the business grew far beyond a single sauce bottle. It illustrates how Dragon's Den pitches can provide not only capital but also publicity, distribution, and commercial mentoring.