What is the name of the company behind Levi Roots' Reggae Reggae Sauce, featured on BBC's Dragon's Den?

Reggae Reggae Foods is the company behind Levi Roots' Reggae Reggae Sauce, featured on BBC's Dragon's Den.

Levi Roots presented the sauce on the programme in 2007, seeking investment to expand production and distribution. The pitch became one of the show’s most memorable success stories, and Roots accepted investment from Peter Jones and Richard Farleigh.

The sauce was based on a family recipe and was originally marketed under the Reggae Reggae name. Following the television appearance, the brand expanded into a wider range of Caribbean-inspired food products and became closely associated with Roots’ public identity.

A common mistake is giving “Levi Roots” as the company answer. Levi Roots is the entrepreneur and stage name of Keith Valentine Graham, while Reggae Reggae Foods is the business name connected with the brand. The question asks for the company, not the presenter or product name.