What was the name of Levi Roots' sauce business when he secured investment on Dragons' Den?

Levi Roots' sauce business was called Reggae Reggae Sauce when he secured investment on Dragons' Den.

Levi Roots presented the Jamaican-style sauce on the programme in 2007. He sought funding to expand production and distribution, turning a product associated with his music and Caribbean cooking into a larger commercial brand.

The pitch became one of the programme's most famous success stories. Roots agreed a deal involving Peter Jones and Richard Farleigh, giving the sauce access to investment and business support. The brand later expanded beyond its original sauce into a broader range of Caribbean-inspired food products.

The name is sometimes shortened informally to “Reggae Sauce,” but the product presented on the programme was specifically Reggae Reggae Sauce. Levi Roots is the stage name of Keith Valentine Graham, the musician and entrepreneur behind the brand.