Levi Roots is the entrepreneur whose Reggae Reggae Sauce appeared on Dragons' Den.
Roots, whose birth name is Keith Valentine Graham, presented his Caribbean-style sauce to the Dragons in 2007. The pitch attracted investment from Peter Jones and Richard Farleigh, helping turn a product associated with Roots' music and food background into a widely distributed brand.
The sauce became one of the programme's most recognisable success stories. Roots had already built a public profile as a musician and performer, and his confident presentation helped make the pitch memorable to viewers. The investment also illustrated how branding, personal story and product appeal can matter alongside financial figures.
Reggae Reggae Sauce is sometimes incorrectly described as having received backing from every Dragon, or as being created by a celebrity chef. The televised deal involved specific Dragons, while Roots remained the public face of the brand.