Levi Roots was seeking investment for barbecue sauce when he appeared on Dragon's Den in 2007.
The product was Reggae Reggae Sauce, a Caribbean-style barbecue sauce created and promoted by Roots. His pitch presented the sauce as a food product with strong cultural identity, distinctive branding and potential for supermarket distribution.
Roots secured backing from Peter Jones and Richard Farleigh. The business subsequently developed into a larger range of sauces, marinades and other Caribbean-inspired food products. The original pitch is remembered not only for the investment but also for Roots's musical performance and confident presentation.
The product is sometimes described simply as hot sauce because it is spicy, but its specific category was barbecue sauce. That distinction matters because hot sauce, curry powder and ginger beer are different products. The answer therefore identifies the product type rather than the brand name or the entrepreneur's stage name.