What food brand did Levi Roots pitch on the UK television programme Dragon's Den?

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

Roots, whose real name is Keith Valentine Graham, appeared on the show in 2007 to present his Caribbean-style barbecue sauce. The product became one of the programme's best-known success stories and subsequently developed into a wider range of food products.

The sauce's name was connected to Roots's musical career and his performance identity. His pitch combined food, music and personal storytelling, helping the brand stand out among the many products presented to the Dragons.

The brand is often remembered as a straightforward television success, but the important fact is the product originally pitched: Reggae Reggae Sauce. The business later expanded beyond the original sauce into marinades, cooking sauces and other Caribbean-inspired foods.