Levi Roots pitched Reggae Reggae Sauce on the British television series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a Caribbean-style jerk barbecue sauce based on a family recipe and sought investment to expand its production and distribution.
The pitch became one of Dragon's Den's most memorable success stories. Roots secured a deal involving Peter Jones and Richard Farleigh, and the product subsequently became the flagship item of a wider food brand.
The name is sometimes confused with a generic description of jerk sauce, but Reggae Reggae Sauce is the specific brand name used for the product. The brand later expanded into marinades, seasonings and other Caribbean-inspired foods.