Levi Roots pitched Reggae Reggae Sauce successfully to the Dragons on the UK television programme Dragon's Den.
Roots appeared on the programme in 2007 seeking investment for his Caribbean-style sauce. His presentation, musical performance and personal story attracted attention, and Dragons Peter Jones and Richard Farleigh agreed to invest in exchange for a stake in the business.
The sauce was later sold under the Levi Roots brand and became one of the programme's best-known success stories. The product's name refers to reggae music, reflecting Roots's career as a musician as well as his Jamaican heritage and cooking background.
The deal is sometimes described simply as the Levi Roots deal, but the product originally presented to the panel was Reggae Reggae Sauce. The brand later expanded into additional sauces, marinades, seasonings and other food products.