Levi Roots secured investment for Reggae Reggae Sauce on the British show Dragon's Den in 2007.
Roots appeared on the programme to pitch his Caribbean-inspired sauce, which had previously been sold at events including the Notting Hill Carnival. The pitch attracted attention because the product had a distinctive brand identity and a clear connection with Roots's musical and cultural persona.
Peter Jones and Richard Farleigh offered investment, but the deal associated most strongly with the programme became a partnership with Peter Jones. The reported agreement was £50,000 for a 40% stake, although the commercial relationship and later business development received considerable media attention.
The sauce was subsequently marketed under the Reggae Reggae brand and expanded into a wider food range. The year is sometimes confused with the broadcast year of later product launches, but Roots's memorable Dragon's Den pitch and investment date to 2007.