Levi Roots became known as the founder of Reggae Reggae sauce after appearing on the British TV series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the dragons and secured a deal with Peter Jones and Richard Farleigh. The appearance helped turn a small food venture into a widely recognised consumer brand.
The sauce's identity is closely connected with Jamaican and Caribbean culinary influences, as well as Roots's musical persona. That combination of food, music and storytelling made the pitch especially memorable to viewers.
This fact is distinct from asking about the percentage of the business offered in the deal. The ownership terms are a separate detail; the answer here identifies the entrepreneur behind the brand. Levi Roots later expanded the product range and became one of the programme's most recognisable success stories.