Levi Roots secured investment for Reggae Reggae Sauce on the UK television show Dragon's Den in 2007.
Roots appeared on the programme as Keith Valentine Graham, presenting his Caribbean barbecue sauce to the dragons. He accepted an offer from Peter Jones and Richard Farleigh, who invested £50,000 for a 40% share of the business.
The sauce was later produced and distributed through major retailers, helping Roots develop a wider food brand. The product is often remembered as one of the show's most successful investments, although the investment terms and later commercial success are separate facts. Reggae Reggae Sauce was inspired by Roots's family recipe and his Caribbean heritage.