Levi Roots founded Reggae Reggae Sauce, the Jamaican-style sauce business presented on the British television programme Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched his sauce while combining entrepreneurship with his identity as a reggae musician and performer. The presentation became one of Dragons' Den's most memorable success stories.
The brand grew from a product associated with Caribbean cooking into a widely recognised commercial food business. Its signature branding and Roots's musical persona helped distinguish it from more conventional supermarket sauces.
The sauce is often mistakenly attributed to a celebrity chef because it became a prominent food brand after television exposure. Its founder was Levi Roots, a musician and entrepreneur, rather than one of Britain's television chefs.