Levi Roots presented Reggae Reggae Sauce to the dragons on the British television series Dragon's Den.
Roots, whose real name is Keith Valentine Anderson, appeared on the programme in 2007. He sought investment to expand the sauce business, which had grown from a family recipe and his work as a musician and food seller.
His pitch became one of the show's most memorable because the product, branding, music, and personal story were closely connected. Peter Jones and Richard Farleigh invested in the business after the appearance. The sauce subsequently became a major commercial success and helped turn Roots into a nationally recognised food entrepreneur.
A common mix-up is to call the product simply “Reggae Reggae.” Its best-known retail name is Reggae Reggae Sauce, while Levi Roots is the entrepreneur and brand personality associated with it. The pitch is often cited as one of Dragon's Den's most successful investments.