What brand of sauce did Levi Roots pitch on the British television programme Dragons' Den?

Levi Roots pitched Reggae Reggae Sauce on the British television programme Dragons' Den.

Roots, whose real name is Keith Valentine Graham, appeared on the programme as a musician and food entrepreneur. He presented his Jamaican-style barbecue sauce and sought investment to expand production and distribution. The pitch led to an agreement with Peter Jones and Richard Farleigh.

The sauce became the foundation of the Reggae Reggae brand, which expanded beyond its original product into a wider range of Caribbean-inspired foods. Roots’ appearance is frequently remembered because it connected entertainment, personal heritage and a scalable food business.

The product name is sometimes shortened informally to “Reggae Sauce,” but the established brand name is Reggae Reggae Sauce. It is also distinct from unrelated Caribbean hot-sauce brands such as Encona.