What product did Levi Roots pitch on the UK television programme Dragon's Den in 2007?

Levi Roots pitched Reggae Reggae Sauce on the UK television programme Dragon's Den in 2007.

The product was a Caribbean-style sauce developed from Roots's cooking experience and associated with reggae music and Jamaican food culture. His pitch combined a distinctive product, a memorable brand identity and a personal story, making it unusually recognisable among the programme's many food presentations.

Roots appeared before the Dragons seeking investment to expand production and distribution. Peter Jones and Richard Farleigh agreed to invest, helping the sauce move from a relatively small operation toward national retail visibility. The business later expanded its range beyond the original sauce.

The name is sometimes shortened casually to “Reggae sauce,” but the established product name is Reggae Reggae Sauce. It is also commonly linked to the phrase “Put some music in your food,” which reinforced the brand's musical theme. The pitch is remembered as a landmark example of a Dragon's Den business gaining public attention.