Levi Roots presented Reggae Reggae Sauce to the investors on the British television series Dragon's Den.
Roots was already known as a reggae musician before becoming a food entrepreneur. His sauce was based on a Caribbean recipe and was presented as a product with potential for supermarket distribution. The pitch combined food manufacturing, branding and Roots's musical persona in a way that made the appearance particularly memorable.
After the programme, the product became a commercial brand sold in Britain and expanded into a range of Caribbean food products. The success helped make Roots a prominent example of a television pitch becoming a substantial consumer business.
The answer is the entrepreneur's stage name, not the product name. Keith Valentine is Roots's birth name, while Reggae Reggae Sauce is the product he pitched and Levi Roots is the name associated with the presentation.