Reggae Reggae Sauce is the sauce business backed by Peter Jones and Richard Farleigh on Dragon's Den in 2007.
The product was pitched by Levi Roots, the stage name of Keith Valentine Graham, a Jamaican-British musician and chef. He presented his Caribbean-inspired sauce on the programme, where Peter Jones and Richard Farleigh agreed to invest. The pitch became one of the show's most memorable success stories because the product moved from a small entrepreneurial venture toward national retail distribution.
The sauce was associated with Roots's music, Jamaican heritage and distinctive branding. Its appearance helped make both the entrepreneur and the product widely known beyond the programme itself. The business was later developed under the Reggae Reggae brand, while Roots became a prominent food entrepreneur and television personality.
A frequent mix-up is to call the product simply “Levi Roots sauce.” That phrase describes the brand informally, but the product's canonical name is Reggae Reggae Sauce. The investment also involved two Dragons, not just Peter Jones.