Levi Roots became known for pitching Reggae Reggae Sauce on Dragon's Den in 2007.
The appearance helped turn Roots from a musician and food entrepreneur into a nationally recognised business personality. His pitch presented a sauce rooted in Jamaican and wider Caribbean flavours, with the aim of moving from small-scale production toward a much larger retail business.
Roots's television appearance is remembered not simply because he sought investment, but because the product had a clear identity and a story connected to his own background. The brand later expanded into additional food lines and remained strongly associated with his stage name.
The year matters because the pitch belongs to an early period of the British programme, when televised investment stories were becoming part of mainstream popular culture. Reggae Reggae Sauce is often cited among the most commercially successful products linked to the show.