What was the name of Levi Roots's sauce business after his Dragons' Den appearance?

Levi Roots's sauce business was called Reggae Reggae Sauce after his Dragons' Den appearance.

Levi Roots, the stage name of Keith Valentine Graham, appeared on the programme in 2007 to pitch his Caribbean-style jerk barbecue sauce. The product's distinctive name and reggae-themed branding helped it stand out during the pitch and later on supermarket shelves.

The appearance led to an investment proposal from Peter Jones and Richard Farleigh. The televised agreement was for £50,000 in exchange for a 40% share, although television deals can be subject to due diligence and later commercial arrangements.

The business subsequently developed into the Reggae Reggae brand, with products beyond the original sauce. People sometimes remember the entrepreneur's stage name but not the exact product name; the canonical answer is Reggae Reggae Sauce, not a generic description such as jerk sauce.