Levi Roots launched Reggae Reggae Sauce after appearing on the British TV series Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a family jerk barbecue sauce recipe and explained its connection with Jamaican food and music. The pitch became one of the show's best-known success stories because the product already had a memorable identity and a clear cultural story.
The brand was later developed under the name Reggae Reggae Sauce, and Roots became associated with the sauce nationally. Viewers sometimes remember the pitch simply as a music-related novelty, but the central proposition was a packaged food business with retail potential.
The appearance helped turn Roots into a widely recognised entrepreneur and television personality. The sauce story is frequently cited when discussing Dragons' Den investments that became substantially more prominent after broadcast.