In the BBC series Dragon's Den, which business did Levi Roots pitch with his Reggae Reggae Sauce in 2007?

Levi Roots pitched Reggae Reggae Sauce on BBC Dragon's Den in 2007.

Roots, whose real name is Keith Valentine Graham, appeared on the programme after developing a spicy Jamaican-style barbecue sauce. His pitch connected the sauce with his music career and Caribbean cooking background. The product attracted investment from two Dragons and became one of the show's best-known success stories.

The sauce was initially associated with a recipe Roots had used for years at Notting Hill Carnival. After the television appearance, production expanded and the brand entered major British supermarkets. The name is often shortened informally to “Reggae Sauce,” but the established product name is Reggae Reggae Sauce.

The pitch is sometimes remembered as a simple food-business presentation, but its wider significance was the way it linked a distinctive personal brand, cultural identity and scalable consumer product. Roots later became closely associated with the brand in British popular culture.