What is the name of the hot sauce brand launched by Dragons' Den entrepreneur Levi Roots?

The hot sauce brand launched by Dragons' Den entrepreneur Levi Roots is Reggae Reggae Sauce.

Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. His sauce pitch became one of the programme’s best-known success stories, helping turn a food product associated with Caribbean flavours into a national retail brand.

The product’s name is often shortened informally, but its canonical brand name is Reggae Reggae Sauce. It is associated with jerk-style seasoning and Caribbean cooking, and the wider brand later expanded into additional food products and media activity.

The programme appearance was a launch point rather than the whole business story. Roots had already developed musical and culinary interests, while the televised investment helped provide publicity and commercial momentum. The sauce should not be confused with a generic category such as jerk sauce.