Levi Roots first pitched Reggae Reggae Sauce on Dragon's Den in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the programme with his reggae-inspired sauce. The pitch connected his music career, Caribbean cooking and family recipe with a plan to turn the sauce into a major food brand.
The presentation became one of the programme's most memorable pitches. Roots secured investment from Peter Jones and Richard Farleigh, and the television exposure helped introduce Reggae Reggae Sauce to a much wider audience. The product subsequently expanded beyond its original sauce into a broader range of Caribbean-inspired foods.
The pitch is often remembered simply as the “Reggae Reggae Sauce pitch,” but 2007 identifies the broadcast event precisely. It is also useful to distinguish Roots's television appearance from the later growth of the brand, which continued after the episode and made him one of the show's best-known success stories.