What was the name of the business behind the Reggae Reggae Sauce pitch on Dragon's Den?

The business behind Levi Roots's Dragon's Den pitch was called Reggae Reggae Sauce.

The sauce was based on a recipe associated with Roots's family and was presented as a Caribbean-style product with a strong reggae identity. Roots appeared on the BBC programme in 2007 seeking capital and commercial support.

Peter Jones and Richard Farleigh offered £50,000 for a minority stake. The television appearance gave the brand substantial publicity, and Reggae Reggae Sauce went on to become a widely recognised product in the United Kingdom.

The pitch is sometimes remembered simply as “Levi Roots's sauce,” but the branded name is Reggae Reggae Sauce. Roots's business later expanded into additional food products, restaurants and other commercial ventures.