What was the name of Levi Roots's sauce brand after his Dragons' Den pitch?

Levi Roots's sauce brand after his Dragons' Den pitch was called Reggae Reggae Sauce.

Levi Roots, whose real name is Keith Valentine Graham, presented the Caribbean-style product on Dragons' Den in 2007. The sauce’s branding drew on his reggae identity and Jamaican culinary influences, helping turn a pitch into a recognisable supermarket brand.

The name is sometimes shortened casually to “Reggae sauce,” but the established product name is Reggae Reggae Sauce. It later became associated with a wider range of Caribbean-inspired food products sold under the Levi Roots brand.

The pitch is remembered as one of the programme’s most successful stories, but the exact investment terms and later commercial arrangements are separate facts. The question asks only for the brand name, not the percentage offered or the amount negotiated in the den.