Levi Roots received Dragon's Den investment for Reggae Reggae Sauce in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the programme with his Caribbean-style barbecue sauce. He secured a deal with Peter Jones and Richard Farleigh, who offered investment in exchange for equity in the business.
The pitch became one of Dragon's Den's most widely remembered success stories because the sauce later expanded from a small entrepreneurial venture into a major branded food business. Roots's appearance also helped demonstrate how television exposure could support a product beyond the immediate investment agreement.
The year is sometimes confused with the programme's launch in 2005. Roots did not appear in the first series; his pitch came in 2007. Reggae Reggae Sauce was subsequently sold through major retailers and became closely associated with Levi Roots's public brand.