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

Levi Roots's product pitched on Dragons' Den in 2007 was Reggae Reggae Sauce.

The sauce was a jerk-style barbecue sauce based on a recipe associated with Roots's family. Its distinctive branding and Caribbean flavour helped it stand out during the pitch. The appearance led to investment discussions and brought the product to a much larger national audience.

Reggae Reggae Sauce later became the flagship product of the Reggae Reggae brand, which expanded into marinades, cooking sauces and other Caribbean-inspired foods. The name is sometimes shortened in conversation, but the canonical product name used for the pitch is Reggae Reggae Sauce.

Levi Roots's story is a notable example of a television pitch that combined an established cultural identity, a clear product proposition and a route into mass retail. It is also one of the most frequently recalled Dragons' Den food pitches.