What product did Levi Roots pitch to the Dragons on his famous 2007 Dragon's Den appearance?

Levi Roots pitched Reggae Reggae Sauce to the Dragons on his famous 2007 Dragon's Den appearance.

The sauce was developed from a recipe Roots had used for cooking and selling food at events. Its Jamaican flavour profile, distinctive branding and connection with Roots's musical persona gave the product a strong identity beyond the recipe itself. The pitch presented it as a business with potential for wider retail distribution.

The appearance became a landmark moment in the show's history because Roots attracted investment and then expanded the brand substantially. Reggae Reggae Sauce subsequently appeared in supermarkets and became the central product in a wider food business that included other sauces, seasonings and branded ventures.

The name is sometimes shortened informally, but the product pitched on the programme was specifically called Reggae Reggae Sauce. It should not be confused with a general category such as jerk sauce: the question refers to the branded product associated with Roots's televised pitch.