Levi Roots secured investment for Reggae Reggae Sauce on the BBC's UK series Dragons' Den.
Roots, whose birth name is Keith Valentine Graham, presented his Caribbean-style barbecue sauce to the dragons. The television pitch led to a deal with Peter Jones and Theo Paphitis, helping turn a small food venture into a widely recognised consumer brand. The sauce became the foundation of a broader range of Levi Roots food products.
The pitch is frequently remembered because Roots combined a strong personal story with a product linked to his Jamaican heritage and musical career. The brand name also reflects the reggae identity that became central to his public image. His appearance is often cited as one of the programme's most commercially successful outcomes.
A common error is assigning the deal to Duncan Bannatyne or Deborah Meaden, both prominent UK dragons. They were not the two investors associated with the televised Reggae Reggae Sauce deal. The product and entrepreneur are also sometimes described simply as “Reggae Sauce,” but the brand name is Reggae Reggae Sauce.