Levi Roots pitched Reggae Reggae Sauce on the UK version of Dragon's Den.
Roots appeared on the programme in 2007, presenting his Caribbean-style barbecue sauce and explaining its connection with his music and Jamaican heritage. His performance became one of the show's most memorable pitches because he combined a distinctive product story with a strong personal brand.
He sought investment to expand production and distribution. Peter Jones and Richard Farleigh offered the requested investment jointly, turning the television appearance into a major commercial opportunity. The sauce subsequently became the foundation of a wider food business sold under the Reggae Reggae brand.
The pitch is sometimes described as if the television deal alone created the entire brand. In reality, Roots had already developed the sauce and sold it before appearing on the programme. Dragon's Den helped provide investment, publicity and access to larger retail opportunities, but the product's recipe and identity predated the pitch.