Levi Roots was the entrepreneur behind the Reggae Reggae Sauce pitch on Dragons’ Den.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He presented his sauce on Dragons’ Den in 2007, combining a food product with a strong musical and cultural identity. The pitch helped introduce the brand to a much wider audience.
The sauce was developed from a family recipe and became the foundation of a broader food brand sold under the Reggae Reggae name. Roots agreed a deal with Peter Jones and Richard Farleigh on the programme, although the business relationship and later commercial development are often discussed separately from the televised negotiation.
Levi Roots is the public name most closely identified with the product. He should not be confused with Rob Law, whose Dragons’ Den pitch concerned the Trunki ride-on suitcase, or Shaun Pulfrey, who pitched Tangle Teezer.