Levi Roots pitched Reggae Reggae Sauce on the UK show Dragons' Den in 2007.
The appearance became one of the programme’s most frequently cited examples of a television pitch leading to rapid commercial growth. Roots presented his Caribbean-style sauce and sought investment to expand production and distribution. Peter Jones and Richard Farleigh agreed to invest, helping the brand move beyond its earlier festival and small-scale food-sales background.
The pitch took place during the show’s fourth series, which was broadcast in 2007. That timing matters because the episode is sometimes placed in the programme’s first years generally, without identifying the exact year. The deal’s publicity helped introduce the product to a much wider audience and supported supermarket expansion.
Roots had been performing and selling food before appearing on television, so the show was not the origin of his culinary idea. Instead, it was a major turning point in the product’s public profile and business development. The brand subsequently expanded into other Caribbean-inspired food products.