In the British TV series Dragons' Den, Levi Roots created Reggae Reggae Sauce.
Levi Roots, whose real name is Keith Valentine Graham, developed the Caribbean-style sauce from a family recipe. He appeared on Dragons' Den in 2007, seeking investment to expand production and distribution. The pitch became one of the show's most memorable success stories because Roots combined a distinctive product with an engaging musical presentation.
Roots accepted a £50,000 investment for a 40% share of the business from Peter Jones and Richard Farleigh. The brand later expanded beyond its original sauce into a wider range of Caribbean food products, including marinades, cooking sauces and ready meals. The business became widely known as Reggae Reggae Foods.
A common mix-up is to identify Roots only as a musician. He was also a chef, author and entrepreneur, and his business story is central to the public memory of Dragons' Den. The original pitch helped turn a family recipe into a nationally distributed food brand.