What brand of Caribbean-style sauce did entrepreneur Levi Roots pitch on Dragon's Den?

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

Levi Roots, the stage name of Keith Valentine Graham, appeared on the programme as an entrepreneur seeking investment for his Caribbean-style sauce. The product was branded Reggae Reggae Sauce and became the foundation of a wider food business.

Roots presented the sauce with a musical and cultural identity rooted in Jamaican cuisine and reggae. His pitch became one of the programme's most memorable success stories because the product had a clear identity, an established recipe and strong potential for retail distribution.

The investment led to a commercial partnership with Dragons Peter Jones and Richard Farleigh. Reggae Reggae Sauce later expanded into a range of Caribbean-inspired food products. Viewers sometimes remember the pitch simply as a “jerk sauce” presentation, but jerk is a style of Jamaican seasoning and cooking; the branded product name asked for here is Reggae Reggae Sauce.