Reggae Reggae Sauce is the sauce brand launched by entrepreneur Levi Roots after his Dragon's Den appearance.
Levi Roots, whose real name is Keith Valentine Graham, pitched the sauce on the BBC programme and secured investment from Peter Jones and Richard Farleigh. The product is a Caribbean-style jerk barbecue sauce whose branding draws on Roots's reggae identity and Jamaican heritage.
The pitch became one of Dragon's Den's most memorable success stories because the sauce moved from a market-stall concept toward mass retail. It also helped establish Roots as a food entrepreneur and media personality beyond the programme itself.
The brand name is sometimes shortened informally to “Reggae Sauce,” but the canonical product name is Reggae Reggae Sauce. It should not be confused with unrelated Caribbean hot-sauce brands or with the name of the entrepreneur, Levi Roots.