What was the original name of Levi Roots' sauce before it became widely branded with his name?

The original name of Levi Roots' sauce was Reggae Reggae Sauce.

Levi Roots presented the sauce under that name when he appeared on Dragon's Den. The product was a Caribbean jerk barbecue sauce developed from a family recipe, and its reggae-themed branding connected the food to Roots' musical identity and public persona.

After the Dragon's Den investment, the product reached wider commercial markets and was later marketed as Levi Roots' Reggae Reggae Sauce. That later branding can cause confusion because people may remember the entrepreneur's name as part of the product title from supermarket shelves.

The sauce became the foundation of a larger food brand that included additional Caribbean-inspired products. Its success is often cited as an example of how a television pitch can provide publicity as well as investment, although the business still required manufacturing, distribution and retail expansion after the programme.