What is the name of the Caribbean-style sauce pitched by Levi Roots on Dragon's Den?
Answer
Reggae Reggae Sauce
The Caribbean-style sauce pitched by Levi Roots on Dragon's Den was Reggae Reggae Sauce.
Levi Roots presented the sauce on the BBC programme in 2007. Its name, music-inspired branding and connection with Caribbean cooking helped make the pitch unusually memorable. The product was developed from a recipe used by Roots's family and was initially sold at events before attracting wider commercial attention.
The pitch illustrated why branding can matter alongside the recipe itself. Roots did not present only a food product; he presented a recognisable identity, a story and a plan for reaching supermarket customers. The televised investment helped turn the sauce into the centre of a broader food range.
The name is sometimes shortened incorrectly to “Reggae Sauce”. The canonical product name contains the repeated word “Reggae”, so the full answer is Reggae Reggae Sauce.