In the British TV programme Dragons' Den, Levi Roots is known as the creator of Reggae Reggae Sauce.
Roots appeared on the programme as an entrepreneur seeking investment for his Caribbean-style sauce. His pitch helped turn a personal food business into a widely recognised commercial brand, and the sauce became one of the show's most famous success stories.
The product's name reflects Roots's musical background and Jamaican heritage. Before his television appearance, he was known as a reggae musician as well as a food entrepreneur. The Dragons' Den investment gave the business publicity and financial backing.
The brand is often remembered because the pitch connected a distinctive product, a memorable founder, and a clear route into retail. Roots is not one of the programme's investor dragons; he is a contestant whose business was pitched to them.