Levi Roots pitched Reggae Reggae Sauce on the UK show Dragons' Den in 2007.
Roots, whose birth name is Keith Valentine Graham, presented his Caribbean jerk sauce while seeking investment to expand the business. His lively pitch combined music, food and personal storytelling, making it one of the programme's most recognisable appearances.
The pitch resulted in investment from Peter Jones and Richard Farleigh. Reggae Reggae Sauce subsequently became the flagship product of a larger food brand, and Roots became a prominent entrepreneur, author and musician.
Peter Jones and Richard Farleigh are sometimes named when people recall the pitch, but they were the investors. Levi Roots was the entrepreneur seeking funding. The distinction is especially useful because Dragons' Den questions often involve identifying either the founder or the Dragons who made the deal.