What is the name of the sauce brand associated with Dragon's Den entrepreneur Levi Roots?

Levi Roots is associated with the Reggae Reggae Sauce brand.

Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-style sauce on Dragon's Den in 2007. The appearance brought national attention to the product and helped turn a small food venture into a widely recognised commercial brand.

The sauce was developed from a family recipe and was first sold at the Notting Hill Carnival. Its branding connected food with Roots’s music career and Jamaican heritage, helping it stand out in the supermarket market.

The product is often remembered as one of the programme’s most successful businesses. It is sometimes described simply as “Levi Roots sauce”, but Reggae Reggae Sauce is the specific brand name associated with his pitch. Blue Dragon is a separate food brand and is not the answer.