Levi Roots presented Reggae Reggae Sauce on the British television show Dragon's Den before building a wider food and media brand.
The entrepreneur was born Keith Valentine Graham and uses Levi Roots as his professional name. His 2007 pitch centred on a jerk barbecue sauce inspired by Caribbean cooking. Peter Jones and Richard Farleigh invested £50,000 for 40% of the business.
After the programme, the brand expanded beyond its original sauce into other food products and commercial opportunities. Roots also became known as a musician, author, restaurateur and television personality, making the pitch an example of how a Dragon's Den appearance can amplify an entrepreneur's public profile.
Reggae Reggae Sauce is the product name most strongly linked with the appearance. It should not be confused with the investor names: Jones and Farleigh supplied the deal, while Roots was the entrepreneur presenting the business.