Which business became associated with entrepreneur Levi Roots after his Dragon's Den pitch?

The business associated with entrepreneur Levi Roots after his Dragon's Den pitch was Reggae Reggae Sauce.

Levi Roots, the stage name of Keith Valentine Graham, appeared on Dragon's Den with his Caribbean-style sauce. The pitch helped turn the product into a widely recognised food brand and made Roots one of the programme's best-known entrepreneurs.

The sauce was connected to Roots's Jamaican heritage and musical identity, combining a food business with the branding of a reggae performer. His appearance is frequently cited as one of the show's most memorable success stories because the pitch led to substantial public attention as well as commercial growth.

People sometimes use Levi Roots's name as though it were the product name. It is the entrepreneur's stage name; Reggae Reggae Sauce is the branded product. The wider business later expanded beyond one sauce into other foods and related products.