What was the name of Levi Roots' sauce business after his Dragon's Den pitch?

Levi Roots' sauce business after his Dragon's Den pitch was called Reggae Reggae Sauce.

Levi Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on Dragon's Den in 2007. The product was based on a family recipe and was marketed with a strong reggae and Jamaican identity. The pitch became one of the programme's most memorable success stories.

Peter Jones and Richard Farleigh invested a combined £50,000 for a 40% stake in the business. The brand later expanded into a wider range of Caribbean food products, including marinades, cooking sauces, seasonings, and ready meals. It became one of the best-known consumer brands associated with the show.

The business is often discussed alongside the phrase “Dragon's Den success story,” but the original product name matters: the sauce itself was Reggae Reggae Sauce. Levi Roots later became a television personality and author, while continuing to promote Caribbean cooking and culture.