What was the name of Levi Roots's sauce brand when he pitched it on the UK television series Dragon's Den?

Levi Roots pitched his Reggae Reggae Sauce brand on the UK television series Dragon's Den.

Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician and entrepreneur. His sauce pitch became one of the programme's best-known business stories because it connected a distinctive product, a strong personal brand and a clear cultural identity.

The product's name is often shortened casually to “Reggae sauce”, but its established brand name is Reggae Reggae Sauce. That exact wording matters because Roots later developed a broader range of Caribbean-inspired food products under the Levi Roots brand.

His appearance helped demonstrate that Dragon's Den could turn a small food business into a nationally recognized consumer brand. The pitch is also remembered because the product was tied to Roots's musical persona and the popularity of his “Reggae Reggae” branding, rather than being presented as an anonymous supermarket item.