What was the name of the sauce brand that made entrepreneur Levi Roots famous on Dragon's Den?

Levi Roots became famous on Dragon's Den with Reggae Reggae Sauce.

Roots pitched his Caribbean-style jerk barbecue sauce on the programme in 2007. He sought £50,000 in exchange for a 20% share of the business and secured investment from Peter Jones and Richard Farleigh. The televised pitch became one of the show's most widely remembered success stories.

The brand was developed from a sauce Roots had sold at festivals and other events. After the programme, Reggae Reggae Sauce expanded into supermarkets and became the foundation of a wider food business under the Levi Roots name.

The sauce is often called simply jerk sauce in casual conversation, but the brand name associated with the Dragon's Den pitch is Reggae Reggae Sauce. The investment terms shown on the programme are also distinct from later commercial arrangements and brand growth.