Levi Roots secured investment for Reggae Reggae Sauce after appearing on the UK television programme Dragons' Den.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He presented his jerk barbecue sauce to the Dragons and agreed a deal with Peter Jones and Richard Farleigh. The televised pitch helped turn the sauce into a widely recognised UK food brand.
The product's name and branding are linked to Roots's reggae career. Before the television appearance, he had sold sauce at the Notting Hill Carnival in London. The Dragons' Den investment was therefore part of a longer development story rather than the product's absolute beginning.
The pitch is often remembered as one of the programme's best-known food-business success stories. It also illustrates a key feature of the format: television exposure can be valuable alongside the negotiated investment itself. Reggae Reggae Sauce later expanded into a broader range of products under the Levi Roots brand.