What was the name of the food brand pitched by Levi Roots on Dragon's Den?

The food brand pitched by Levi Roots on Dragon's Den was Reggae Reggae Sauce.

Roots presented the Caribbean-style sauce on the programme in 2007. The recipe was based on a jerk sauce he had made for years, including at the Notting Hill Carnival in London. Its distinctive branding connected the product with Jamaican food and reggae music.

The pitch became one of the programme's most commercially successful stories. After the television appearance, the sauce was manufactured and distributed on a much larger scale, and the brand expanded into additional products such as marinades and cooking sauces.

The name is sometimes shortened in casual conversation to “Reggae sauce,” but the official brand name is Reggae Reggae Sauce. It is not the name of the entrepreneur; Levi Roots is the performing and business name of Keith Graham.