Levi Roots pitched the Reggae Reggae Sauce business on the BBC series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented the sauce as a commercial food product linked to his Jamaican heritage and musical identity. The pitch combined a recipe, a memorable brand and a strong personal story, giving the Dragons more than a conventional grocery product to assess.
The appearance became one of the show's signature moments because the business later achieved broad retail distribution. It is often cited as evidence that branding and storytelling can be as important to a consumer product as the recipe itself.
Levi Roots is sometimes confused with the sauce brand name, but Roots is the entrepreneur and Reggae Reggae Sauce is the product. The investment request was £50,000 for 40% of the business.