Levi Roots created Reggae Reggae Sauce after appearing as an entrepreneur on the British TV show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce to the dragons in 2007. He secured investment from Peter Jones and Richard Farleigh, helping turn the sauce into a widely distributed commercial brand.
His pitch became one of the programme’s most memorable success stories because it combined a distinctive product, a strong personal brand and a clear connection to Jamaican food culture. The Reggae Reggae brand later expanded beyond its original sauce.
The product is sometimes remembered as simply “jerk sauce,” but Reggae Reggae Sauce is the specific branded answer. Levi Roots is also a musician, chef and entrepreneur, and his television appearance helped introduce him to a much wider audience.