The BBC business show that featured Levi Roots pitching Reggae Reggae Sauce was Dragon's Den.
Dragon's Den is a British reality business programme in which entrepreneurs present their companies or products to investors. The dragons question the contestants about sales, valuation, ownership and growth before deciding whether to make an offer.
Levi Roots's appearance became one of the show's most widely remembered business stories because the pitch combined a distinctive food product with a strong personal brand. His sauce later developed into a larger range associated with Reggae Reggae Foods.
The programme is sometimes confused with The Apprentice because both involve business and television competition. Their formats are different: Dragon's Den centres on entrepreneurs seeking investment, while The Apprentice traditionally centres on candidates competing for a business opportunity with an employer or mentor.