The entrepreneur who pitched Reggae Reggae Sauce on Dragons' Den used the stage name Levi Roots.
Levi Roots was born Keith Valentine Graham and became known as a musician, performer and food entrepreneur. His sauce pitch combined a commercial proposal with a strong cultural identity rooted in Caribbean cooking and reggae music.
The product gained national attention after the television appearance and developed into the Levi Roots brand. Its range eventually included sauces, marinades and other Caribbean-inspired food products sold through retailers.
The name can be confused with the product name because both became prominent in the same pitch. Reggae Reggae Sauce is the food product; Levi Roots is the entrepreneur and performer who presented it.