What was the name of the product Levi Roots pitched on Dragon's Den?

Reggae Reggae Sauce was the product Levi Roots pitched on Dragon's Den.

The sauce was presented as a Caribbean-inspired barbecue sauce, with branding closely linked to Roots’s Jamaican heritage and musical identity. Its distinctive name and packaging helped it stand out as a consumer product rather than merely a small-scale food-business proposal.

Roots’s appearance became an important moment in the brand’s commercial history. Following the pitch, the sauce was developed and distributed as a widely available retail product. The brand later extended beyond its original sauce into other food lines.

People sometimes remember the pitch simply as “Levi Roots’s sauce,” but the canonical product name is Reggae Reggae Sauce. That exact wording is also distinct from the entrepreneur’s name: Levi Roots is the brand ambassador and founder associated with the product, not the product’s title.