Levi Roots was the Jamaican-British entrepreneur behind the Reggae Reggae Sauce pitch on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to seek investment for his sauce business. He presented the product with a strong musical and Caribbean identity, helping the pitch become one of the show's most memorable appearances. The business later traded under the Reggae Reggae Sauce brand and became associated with Caribbean-inspired food products.
The pitch is often remembered simply as “the sauce pitch”, but the entrepreneur's public name is Levi Roots. That name is the canonical answer because it identifies the person who appeared before the Dragons, rather than the product itself.
Roots' success also illustrates how Dragon's Den can provide publicity as well as capital. A televised pitch can introduce a small business to a national audience, even when viewers focus more on the entertainment than the precise investment terms. The brand subsequently expanded beyond its original sauce into a wider range of food products.