Levi Roots pitched a Jamaican jerk sauce on the British television series Dragon's Den in 2007.
Jerk is a Jamaican cooking style associated with a strongly seasoned marinade or sauce, commonly featuring ingredients such as Scotch bonnet chilli, spices and aromatic herbs. Roots’s recipe was developed from family cooking and adapted into a branded product suitable for supermarket shelves.
The pitch stood out because Roots connected the food with Jamaican culture and performed music during his presentation. That combination helped turn a product demonstration into one of the programme’s most remembered business pitches.
Reggae Reggae Sauce is the brand name, while Jamaican jerk sauce describes the product’s culinary style. Those terms are related but not interchangeable: one is the commercial brand and the other identifies the food tradition behind it.