What product did Levi Roots pitch on Dragon's Den before building his food brand?

Levi Roots pitched Reggae Reggae Sauce on Dragon's Den before building his food brand.

Roots appeared on the programme in 2007 and presented his Caribbean-inspired sauce. The pitch helped bring the product to a much wider audience and led to investment from Peter Jones. The sauce became the flagship product of the brand later known as Reggae Reggae, associated with Caribbean flavours and reggae-themed marketing.

The product's name is sometimes shortened informally to “Reggae sauce,” but its established product name is Reggae Reggae Sauce. It was not simply a restaurant dish or a music release: the pitch concerned a bottled food product intended for retail distribution.

Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician and entrepreneur. His television appearance is often cited as an example of a Dragon's Den pitch that substantially increased public awareness of a consumer brand.