Levi Roots pitched Reggae Reggae Sauce on the BBC series Dragons' Den in 2007.
The appearance was broadcast during the programme's third series and helped introduce Roots and his Caribbean-inspired sauce to a much larger audience. His pitch combined a food product with music, storytelling and a distinctive brand identity, making it especially memorable among the show's early success stories.
Roots had already been involved in music and food before appearing on television. The pitch represented an attempt to secure investment and business support for wider production and distribution, rather than merely to sell a single jar directly to viewers.
The year is sometimes confused with the show's launch in 2005. Dragons' Den began two years earlier, and the gap matters because the programme's audience and profile had grown by the time Roots appeared. His later business expanded beyond the original sauce into additional products and commercial activities.