In Dragons' Den, Levi Roots became famous for pitching Reggae Reggae Sauce.
Roots presented his spicy jerk-style sauce on the BBC programme and received investment after explaining the product's origins and commercial potential. The sauce was closely linked to his identity as a Jamaican-British musician and entrepreneur, helping distinguish the pitch from a conventional packaged-food presentation.
The brand grew beyond its appearance on television and became associated with a wider range of Caribbean-inspired food products. The name refers to reggae culture, an important part of Roots's public persona and musical career.
A common mix-up is to call the product simply “Levi Roots sauce.” Levi Roots is the entrepreneur and brand name, while Reggae Reggae Sauce is the specific product name most closely associated with his Dragons' Den pitch.