In the British TV series Dragon's Den, what product did Levi Roots pitch when he secured investment in 2007?

In the British TV series Dragon's Den, Levi Roots pitched Reggae Reggae Sauce when he secured investment in 2007.

Levi Roots, the stage name of Keith Valentine Graham, appeared on Dragon's Den with his Caribbean-style sauce. He sought funding to expand production and distribution of the product, which had already developed a connection with his music and food work.

The pitch became one of the show's best-known success stories. Peter Jones and Richard Farleigh invested a combined £50,000 in exchange for 40% of the business. The sauce later became the flagship product of the Reggae Reggae brand and was distributed widely in the UK.

A common error is to remember the pitch simply as a “caribbean food” deal. The specific product was Reggae Reggae Sauce, and that name is central to the story. Levi Roots continued to build a broader food brand after the televised investment.