Entrepreneur Keith Valentine used the stage name Levi Roots when he pitched his sauce on Dragon's Den.
Roots appeared on the programme in 2007 to present Reggae Reggae Sauce. The product drew on his Jamaican heritage and on the sauce he had developed for food and music events. His pitch helped turn a personal food brand into a widely recognised commercial business.
Keith Valentine is the name on his birth records, while Levi Roots is the public name under which he performs, appears on television, and sells food products. The distinction explains why both names appear in accounts of the same Dragon's Den pitch.
The sauce itself is called Reggae Reggae Sauce, but that is the product name, not the entrepreneur's stage name. This is a common source of confusion when recalling the episode.