Levi Roots appeared on the British programme Dragons' Den to pitch his sauce in 2007.
Roots presented Reggae Reggae Sauce during the programme's 2007 series. His pitch became one of the show's most widely remembered food-business moments because it combined a distinctive product, a strong personal brand and a clear connection to Caribbean cooking.
The televised proposal involved Peter Jones and Richard Farleigh offering £50,000 for 40% of the business. The appearance helped bring the sauce to a much wider audience and supported the growth of the Reggae Reggae brand into additional products.
The date is sometimes confused with the programme's launch year, 2005. Dragons' Den had already been on air for two years when Roots appeared. The pitch therefore belongs to the show's early history, but not to its first series.