In the British TV show Dragon's Den, entrepreneur Levi Roots is known for creating Reggae Reggae Sauce.
Levi Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce on the programme in 2007. The product was later sold under the Reggae Reggae Sauce name and became the foundation of a wider food brand.
Roots had already built a reputation as a musician and caterer before appearing on television. His pitch connected his Jamaican culinary heritage with a commercially packaged sauce aimed at supermarket customers.
The product is sometimes described simply as “Reggae Reggae,” which can cause confusion with Roots himself. The Dragon's Den appearance helped turn a market-stall food product into a nationally recognised brand, while Roots continued working as both an entrepreneur and performer.