Levi Roots became known as the founder of Reggae Reggae Sauce after appearing as an entrepreneur on the British television show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean jerk barbecue sauce to the Dragons. His presentation helped turn the product into one of the programme's most recognisable success stories. The sauce was subsequently commercialised through a company and brand using the Reggae Reggae name.
The pitch is remembered not only for the product but also for Roots's musical performance and distinctive presentation. He entered the Den as an established sauce maker with a family recipe and a plan to expand production and distribution.
The Dragons' Den appearance is often described as the launch point for the brand's national profile, although Roots had been making and selling sauce before the broadcast. The story illustrates how television exposure can add publicity to investment, branding and retail distribution.