Levi Roots became known in the British TV show Dragon's Den as the creator of Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 seeking investment for his Caribbean-style barbecue sauce. His pitch helped turn a family recipe and festival-stall product into a widely recognised food brand.
The sauce was later associated with the brand name Reggae Reggae, and Roots developed a broader range of Caribbean food products. His appearance is remembered because it combined a clear product identity, a strong personal story and a memorable musical presentation.
People sometimes refer to the product simply as “Levi Roots sauce,” but Levi Roots is the entrepreneur and performer, not the generic name of the food. The Dragon's Den appearance was an important step in the brand’s public history.