Levi Roots was the British entrepreneur whose Reggae Reggae Sauce pitch became one of Dragon's Den's best-known success stories.
Roots appeared on the programme in 2007 and presented his Caribbean-style sauce to the investors. The pitch led to an investment deal with Peter Jones and Richard Farleigh, helping transform a family recipe and festival product into a widely distributed commercial brand.
Roots was already known as a musician under the stage name Levi Roots. His business story combined food, music and personal branding, which helped make the pitch memorable beyond the immediate investment. Reggae Reggae Sauce subsequently expanded into a wider range of products.
The deal is sometimes simplified in retellings, but the key identity is clear: Levi Roots was the entrepreneur, while the brand was Reggae Reggae Sauce. The name should not be confused with later winners or inventors who also became prominent after appearing on the programme.