Levi Roots secured investment for Reggae Reggae Sauce after appearing on the BBC series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, pitched his jerk barbecue sauce to the Dragons in 2007. Peter Jones and Richard Farleigh offered investment, and the televised deal helped transform the product from a small market-stall business into a widely distributed brand.
The sauce had already been associated with Roots' music and Caribbean cooking before the programme. Its commercial success became one of Dragon's Den's most frequently cited examples of television exposure supporting a growing food business. The investment also helped fund manufacturing, marketing and distribution.
The business is often called Reggae Reggae Sauce because of the product's original branding. Levi Roots is the entrepreneur, while the sauce is the product; those two answers should not be confused.