Levi Roots created the Reggae Reggae Sauce brand featured on the British television show Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He presented his Caribbean-style barbecue sauce on Dragons' Den and secured investment after the pitch became one of the programme's most memorable success stories.
The brand developed beyond a single sauce. Reggae Reggae Sauce became part of a wider food business, with products including marinades, cooking sauces and seasonings. Roots used his musical identity and Caribbean heritage as important parts of the brand's public image.
The pitch is often remembered because it connected a distinctive food product with a strong personal story and clear commercial potential. The other choices are famous British food personalities, but they did not create the Reggae Reggae Sauce brand. The product is specifically associated with Levi Roots.