Levi Roots founded Reggae Reggae Sauce after developing the recipe for a family barbecue and presenting the business on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He appeared on the programme in 2007, bringing a branded Caribbean-style sauce and a memorable musical performance to his pitch.
The business became one of the show's best-known success stories. Roots secured investment from Peter Jones and Richard Farleigh, and the product later expanded into a wider range of Caribbean-inspired foods and drinks. The brand name references reggae culture and Roots’s musical career.
People sometimes remember only the song or the brightly coloured packaging, but the investment story began with a homemade recipe and a pitch for a scalable retail product.