Levi Roots secured investment for Reggae Reggae Sauce on the British programme Dragons' Den in 2007.
Roots appeared in the fourth series and presented his jerk barbecue sauce to the Dragons. He accepted an offer of £50,000 in return for a 40% stake, with Peter Jones and Richard Farleigh becoming the investors associated with the deal.
The pitch became one of the programme's most memorable success stories because the sauce moved from a family recipe and festival product into national retail. The brand was later marketed under the Reggae Reggae Sauce name and expanded into a wider range of food products.
The deal is often confused with Roots's earlier music career, which included performing as Levi Roots. The television investment concerned the food business, not a recording contract.