On Dragons' Den, entrepreneur Levi Roots became known for pitching Reggae Reggae Sauce.
Roots, whose birth name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce and secured investment from Peter Jones and Richard Farleigh. The pitch helped turn a product associated with music, food and Caribbean heritage into a widely recognised British brand.
The sauce was originally developed from Roots's family recipe and had already been sold at events before his television appearance. The televised deal gave the business substantial publicity as well as financial backing.
A common mix-up is to call the product simply “Reggae Sauce.” Its established brand name is Reggae Reggae Sauce, while Levi Roots is the entrepreneur and performer associated with it.