What product did Levi Roots pitch on the British television series Dragons' Den?

Levi Roots pitched Reggae Reggae Sauce on the British television series Dragons' Den.

The sauce was based on a family recipe and drew on the flavours of Jamaican jerk cooking. Roots presented it as a commercial product with potential for supermarket distribution, rather than merely as a small-scale food stall item.

The pitch is widely remembered because the product name, packaging and performance created a strong identity in a crowded food market. The appearance helped introduce the brand to a large television audience and became an example of how storytelling can support a business presentation.

Reggae Reggae Sauce later became part of a broader branded food business. The product's success is often discussed alongside the pitch itself, but the original item shown to the Dragons was specifically the sauce, not a restaurant, cookbook or music release.