Levi Roots pitched Reggae Reggae Sauce on Dragon's Den in 2007.
The appearance took place during the fourth series of the British programme. Roots presented a Caribbean sauce based on a family recipe and combined the food proposition with his established musical identity and reggae-themed branding.
The pitch resulted in investment from Peter Jones and Richard Farleigh. The deal helped the company move from a small-scale product into wider manufacturing and retail distribution. The brand later expanded beyond its original sauce into a broader Caribbean food range.
The date is often confused with the programme's launch year, 2005. Dragon's Den had already been running for several series when Roots appeared. It is also important not to confuse the pitch date with later product launches or business milestones: the televised negotiation occurred in 2007, while the company's subsequent growth continued over many years.