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

The original brand name of the sauce pitched by Levi Roots on Dragon's Den was Reggae Reggae Sauce.

Roots presented the product during the programme's 2007 series, using a musical performance and a distinctive Caribbean identity to make the pitch memorable. The sauce was based on a family recipe and was intended for use with a range of foods, including meat, fish and vegetables.

Following the investment offer, the brand expanded through wider retail distribution and became associated with the Levi Roots name. The product helped establish Roots as both an entrepreneur and a food-brand personality rather than only as a musician.

The name is sometimes shortened informally to “Reggae Sauce,” but the canonical product name is Reggae Reggae Sauce. It should also not be confused with generic Jamaican jerk sauce, which describes a broader style of seasoning and marinade.