Levi Roots secured a £50,000 investment for Reggae Reggae Sauce on the British television show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched his Caribbean barbecue sauce and offered the Dragons a share of his business. Peter Jones and Richard Farleigh agreed to invest, with the deal later associated with a 40% stake.
The appearance turned Roots into one of the programme's best-known entrepreneurs. Reggae Reggae Sauce had originally been sold at the Notting Hill Carnival, drawing on Roots's Jamaican heritage and cooking experience. The product then expanded into a wider food brand.
A common mix-up is confusing the entrepreneur with the product: Reggae Reggae Sauce is the brand, while Levi Roots is the performer and businessman who presented it. His Dragon's Den appearance is widely regarded as one of the show's most successful pitches.