What product did Levi Roots pitch on Dragons' Den?

Levi Roots pitched Reggae Reggae Sauce on Dragons' Den.

The sauce was inspired by Caribbean cooking and developed from a recipe used by Roots's family. During his 2007 appearance, he presented the product as a business opportunity rather than simply as a food item, explaining its potential for wider retail distribution.

The pitch attracted investment from Peter Jones and Richard Farleigh. Their backing supported the expansion of production and helped the product reach a much larger market. The television appearance also gave the sauce unusually strong public exposure, making it one of the programme's most recognisable products.

Reggae Reggae Sauce later became part of a broader Reggae Reggae brand. It is often linked with jerk-style and Caribbean cuisine, but those descriptions are not the product's formal name. The exact answer is therefore Reggae Reggae Sauce, not “jerk sauce” or a generic description of its flavour. Levi Roots continued to develop food products and media work after the programme.