Levi Roots became known on Dragons' Den for creating Reggae Reggae Sauce.
Levi Roots, whose birth name is Keith Valentine Graham, appeared on the programme as an entrepreneur seeking investment for his Caribbean-style sauce. His pitch helped turn the product into one of the show's most recognisable success stories and brought him widespread public attention.
Reggae Reggae Sauce was based on a family recipe associated with Caribbean cooking. After the television appearance, the brand expanded beyond its original sauce into a broader food business. Roots also developed a public career as a musician, author, chef, and entrepreneur.
People sometimes remember the product as simply “Levi Roots,” but Levi Roots is the entrepreneur and brand name, while Reggae Reggae Sauce is the product. The appearance is also sometimes described as a general food-business success rather than identified by its specific sauce name.