Levi Roots founded Reggae Reggae Sauce, the Caribbean-style sauce brand presented on the BBC series Dragon's Den. Roots appeared on the programme in 2007 and used the pitch to introduce his music-inspired food business to a national audience.
Born Keith Valentine Graham, Levi Roots is a British-Jamaican musician, chef and entrepreneur. His stage name came from his reggae career, and he connected the sauce brand to Jamaican food, culture and music.
The pitch became one of Dragon's Den's best-known success stories. Roots secured investment from Peter Jones and Richard Farleigh, helping the brand move from a small-scale operation into wider retail distribution.
Reggae Reggae Sauce is often remembered simply as a television success, but the business also illustrates the programme's central idea: investment can provide contacts, manufacturing support and distribution as well as money. The product's name is not the founder's legal name.