What was the name of the business behind Levi Roots's pitch on Dragons' Den?

The business behind Levi Roots’s pitch on Dragons' Den was Reggae Reggae Sauce.

The sauce was created from a family recipe and presented as a Caribbean-style jerk barbecue sauce. Levi Roots used the product’s distinctive name, packaging and musical persona to make the brand memorable when he appeared on the BBC programme in 2007.

Peter Jones and Richard Farleigh invested after the pitch. The television appearance gave the sauce national visibility and helped it move from a small entrepreneurial venture into a widely distributed food brand.

The name is sometimes shortened informally to “Reggae Sauce,” but the product associated with the Dragons' Den pitch is officially known as Reggae Reggae Sauce. It later became part of a broader range of Levi Roots food products.