The Reggae Reggae Sauce entrepreneur known as Levi Roots has the real name Keith Valentine.
Roots was born Keith Valentine and developed his public identity as Levi Roots through his music and food businesses. His Reggae Reggae Sauce became one of the most recognisable products associated with Dragon's Den after he pitched it on the programme.
The name Levi Roots is therefore a stage and business name, not his birth name. People sometimes confuse the name with the reggae musician's broader persona or assume that “Roots” is part of his legal surname. The product's branding, music-related identity and Caribbean culinary theme all helped make the pitch memorable.
The television appearance brought substantial attention to the sauce and helped move it from a small-scale product into mainstream retail. Roots subsequently became known as an entrepreneur, author, musician and television personality, while Keith Valentine remains the name recorded in biographical sources.