What product did Dragon's Den entrepreneur Levi Roots pitch when he secured investment on the show?

Levi Roots pitched Reggae Reggae Sauce when he secured investment on Dragon's Den.

Roots, whose real name is Keith Valentine Graham, appeared on the BBC programme as a musician and entrepreneur. He presented his Caribbean-inspired sauce and explained its origins in his family cooking and commercial ambitions. The pitch attracted investment from Dragons Peter Jones and Richard Farleigh, helping transform the product from a small venture into a widely recognised brand.

The sauce became the foundation of a broader food business associated with the Levi Roots name. The appearance is frequently remembered because Roots performed music during the pitch and because the product’s branding connected food with reggae culture. It is one of the programme’s best-known success stories.

The product is sometimes described generically as jerk sauce, but that is not its canonical brand name. Reggae Reggae Sauce is a branded cooking sauce, while jerk refers more broadly to a Caribbean style of seasoning and preparation.