Levi Roots launched Reggae Reggae Sauce after appearing as an entrepreneur on the British television show Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his jerk barbecue sauce to the dragons and subsequently developed the Reggae Reggae brand into a wider food business. The product's name and branding drew on Roots's musical identity and Jamaican culinary heritage.
His appearance became one of the programme's most memorable success stories because the pitch connected a distinctive personal brand with a product that could be sold through mainstream retail. The sauce later expanded into other food products and became closely associated with the entrepreneur who introduced it.
A common mistake is to treat Reggae Reggae Sauce as simply a television prop or a one-off recipe. The appearance was part of a real commercial launch, and Roots continued building the brand beyond the episode. The television deal and the later business history are related but should not be treated as identical events.