What brand of Caribbean hot sauce did Levi Roots pitch on Dragon's Den?

Levi Roots pitched Reggae Reggae Sauce on Dragon's Den.

Roots, the stage name of musician Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style sauce and sought investment to expand the product beyond its early sales. The pitch became one of the show's most memorable success stories because it combined a distinctive brand, a clear food product and a strong personal presentation.

The sauce was later sold under the Reggae Reggae brand, which expanded into a wider range of Caribbean-inspired food products. Roots's television appearance helped bring the product to a much larger audience, although the business also depended on manufacturing, distribution and retail partnerships.

The commonly remembered phrase “Reggae Reggae” refers to the product's brand name, not merely to a musical style or a generic category of hot sauce. Levi Roots is the entrepreneur and performer; Reggae Reggae Sauce is the specific product he presented.