The sauce business in which Peter Jones invested after Levi Roots pitched on Dragon's Den was Reggae Reggae Sauce.
Levi Roots, the stage name of Keith Valentine Graham, appeared on the programme in 2007 to pitch a Caribbean-style jerk barbecue sauce. Peter Jones agreed to invest, helping transform the product from a market-stall and festival business into a widely distributed branded food company.
The product was later marketed under the Reggae Reggae brand and became one of the most famous businesses associated with the programme. The pitch is often remembered because Roots performed music during his presentation and because the sauce's distinctive branding connected food with reggae culture.
A common mix-up is to call the product simply “Levi Roots sauce”. Levi Roots is the entrepreneur and brand identity; Reggae Reggae Sauce is the product name associated with the Dragon's Den investment. The investment also helped establish Roots as a television personality and food entrepreneur beyond the original pitch.