What brand of sauce did Levi Roots pitch on the BBC programme Dragon's Den?

Levi Roots pitched Reggae Reggae Sauce on the BBC programme Dragon's Den.

Roots, whose real name is Keith Valentine Graham, appeared on the show in 2007 to seek investment for his Caribbean-inspired sauce. The product was presented with a strong reggae and Caribbean identity, matching Roots's background as a musician and performer.

His pitch became one of the programme's most memorable success stories. The sauce moved from a small entrepreneurial venture toward national retail distribution and helped establish the Reggae Reggae brand. Roots and his business partners later expanded into additional food products and restaurants.

The brand name is sometimes shortened casually to “Reggae sauce,” but the product name associated with the Dragon's Den pitch is Reggae Reggae Sauce. The phrase also appears in the title of the song used to promote the product, linking the food business to Roots's musical career.