Levi Roots pitched Reggae Reggae Sauce on the British TV series Dragons' Den in 2007.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce during the show's fourth series. The product was based on a family recipe and had already been associated with Roots's music and food business.
The televised pitch became one of the programme's best-known success stories. Roots agreed a deal for £50,000 in exchange for a 40% share of the business, with investment involving Peter Jones and Richard Farleigh. The brand later expanded into supermarkets and other food products.
A common mix-up is to identify Roots only as a musician. He was also a chef, author and food entrepreneur, and the Dragons' Den appearance helped turn his sauce into a major retail brand.