Levi Roots founded Reggae Reggae Sauce, the Caribbean-style food brand that made him famous on Dragons' Den.
Roots appeared on the BBC programme in 2007 seeking investment for his sauce. He accepted a joint offer from Peter Jones and Richard Farleigh, giving the product financial backing and business expertise.
The sauce was based on Roots's jerk-barbecue recipe and was initially sold at Notting Hill Carnival. The Dragons' Den appearance helped turn a small food venture into a widely distributed British brand. Roots is also a musician, and his stage name comes from his reggae career.
A common mix-up is to identify Peter Jones as the founder because Jones became one of the investors. Jones invested in the company, but Levi Roots created the product and built the brand.