Levi Roots won investment on the BBC television programme Dragons' Den for his Reggae Reggae Sauce.
Roots appeared on the programme in 2007, presenting a family recipe for a Caribbean jerk barbecue sauce. The pitch attracted Peter Jones and Richard Farleigh, who offered £50,000 in exchange for a stake in the business. The appearance helped turn the sauce from a small-scale product into a widely distributed brand.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican reggae musician and entrepreneur. Before appearing on television, he had performed music and sold his sauce at events. The product was later expanded into a range of Caribbean foods and sauces.
A common mix-up is to describe Roots as the sauce's sole inventor. The recipe was associated with his family and was developed commercially with business partners, while the television deal made him the best-known public face of the brand.