Levi Roots received investment for Reggae Reggae Sauce after appearing on the BBC series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the investors in 2007. The pitch became one of the programme's most memorable success stories, and the product went on to be sold through major British retailers.
The sauce was developed from a family recipe and had already been used commercially before the television appearance. The Dragon's Den investment helped provide money, profile and business support for expansion.
A common mix-up is treating Levi Roots as only a recording artist. He is also an entrepreneur and chef, and his stage name became the public identity of the sauce brand. The product's name is usually written “Reggae Reggae Sauce,” rather than being confused with a generic description of Caribbean hot sauce.