What was the name of Levi Roots's Caribbean sauce brand pitched on Dragons' Den in 2007?

Reggae Reggae Sauce was the Caribbean sauce brand Levi Roots pitched on Dragons' Den in 2007.

Levi Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce to the Dragons. The product was rooted in Jamaican cooking and reggae culture, combining a food business with Roots's identity as a musician and performer.

The pitch became one of the programme's most memorable success stories. Roots secured investment from Peter Jones and Richard Farleigh, helping turn the sauce from a small-scale product into a nationally distributed brand.

The brand was later renamed Reggae Reggae Sauce as part of its commercial development. It is sometimes described simply as “Levi Roots sauce,” but that is a nickname or shorthand rather than the original product name used in the pitch.