What was the name of the sauce company pitched by Levi Roots on Dragon's Den in 2007?

The sauce company pitched by Levi Roots on Dragon's Den in 2007 was Reggae Reggae Sauce.

Levi Roots, whose real name is Keith Valentine Graham, appeared on the programme to pitch his Caribbean jerk barbecue sauce. He presented the product with a memorable musical style and a story rooted in Jamaican cooking and his experience as a reggae musician.

The pitch led to investment from Peter Jones. The sauce was subsequently developed and marketed through a company associated with the Reggae Reggae brand, helping it move from a small-scale product into a widely distributed food business.

The product name is often shortened casually to “Reggae Reggae,” but the canonical sauce name is Reggae Reggae Sauce. It also became associated with the slogan “Put some music in your food,” which reflected Roots's music career and the brand's Caribbean identity.