Levi Roots launched the Reggae Reggae Sauce brand after appearing on the British television series Dragons' Den.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. His sauce was inspired by Caribbean cooking and became closely associated with his Rastafarian image and reggae music. The brand gained major public attention after his televised pitch, helping turn a small food business into a widely recognised commercial label.
The product was originally made for events and festivals before being developed for broader retail distribution. Its success illustrates why the programme can provide publicity as well as potential investment: millions of viewers can become familiar with a product immediately after a pitch.
The entrepreneur is often remembered simply as Levi Roots, which is his established public name. Reggae Reggae Sauce should not be confused with the separate music career that preceded the food brand. The television appearance was a turning point in the brand's national profile, but later growth also depended on manufacturing, retail distribution and marketing.