Levi Roots is the British entrepreneur-investor known for founding Reggae Reggae Sauce after appearing on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. The pitch helped turn a product associated with his cooking and music career into a widely recognised commercial brand. The sauce later became part of a broader range of Caribbean-inspired food products sold under the Reggae Reggae name.
Levi Roots is also a reggae musician, which explains the stage name used in both his music and business career. His appearance is often remembered because it combined a distinctive personal brand with a product that had clear retail potential.
The business story is sometimes reduced to the television pitch alone, but the brand's growth also depended on manufacturing, distribution, marketing and supermarket sales after the broadcast. Roots subsequently became a prominent food entrepreneur and media personality.