Levi Roots became famous on the British television series Dragons' Den for pitching Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He presented his Caribbean barbecue sauce during the 2007 series, seeking investment and business expertise to expand production and distribution. The pitch helped transform the sauce from a small venture into a widely recognised food brand.
The brand's name connects the product with Roots's musical background and Caribbean heritage. His presentation included music and a memorable performance, helping the pitch stand out among the show's business proposals. The deal gave the business access to the Dragons' expertise as well as capital.
This fact is sometimes confused with the pitch by Shaun Pulfrey, whose product was the Tangle Teezer hairbrush. Reggae Reggae Sauce and Tangle Teezer are separate Dragons' Den businesses, associated with different entrepreneurs.