Levi Roots launched Reggae Reggae Sauce after appearing on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean jerk barbecue sauce to the Dragons in 2007. Peter Jones and Richard Farleigh offered £50,000 for a 40% share of the business. The televised pitch helped transform a small food venture into a widely recognised British brand.
The sauce was initially made for Roots's catering business and was associated with his musical performances as well as Caribbean cooking. Its branding used reggae imagery, linking the product to Roots's identity as a musician and entrepreneur.
A common mix-up is to credit the show with creating the sauce. Roots had already developed and sold it before his appearance; Dragons' Den provided investment, publicity and business support. The company later expanded into marinades, seasonings and other Caribbean-inspired products.