Levi Roots pitched the Reggae Reggae Sauce brand on Dragon's Den in 2007.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his sauce business to the Dragons during the programme's 2007 series, combining a food product with a strong reggae-inspired brand identity.
The pitch became one of the show's most famous success stories. Roots secured investment from Peter Jones and Richard Farleigh, and the brand subsequently expanded beyond its original sauce into a wider range of Caribbean food products.
People sometimes remember the pitch simply as a music-related appearance because Roots was also a performer. Its central business subject, however, was Reggae Reggae Sauce. The brand's name, the entrepreneur's stage name and the televised investment are separate but closely connected parts of the story.