Which British entrepreneur brought Reggae Reggae Sauce to Dragons' Den?

Levi Roots brought Reggae Reggae Sauce to the British television show Dragons' Den.

Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. The pitch became one of the show's best-known success stories because it combined a distinctive product, a memorable presentation and a clear route into the food market.

Peter Jones and Richard Farleigh agreed to invest in the business during the episode. The final commercial arrangement and later business development involved further legal and financial work, as happens with many televised offers. Reggae Reggae Sauce subsequently became the flagship product of the brand associated with Levi Roots.

The pitch is often remembered as the moment Roots received backing, but Dragons' Den does not guarantee that every on-screen handshake becomes a completed deal. The story is therefore both a television highlight and an example of how branding can help a food product stand out.