Which business did Levi Roots pitch on Dragons' Den before securing investment?

Levi Roots pitched Reggae Reggae Sauce on Dragons' Den before securing investment.

Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. He presented his Caribbean-inspired sauce to the dragons and became one of the programme’s most recognisable success stories. The brand grew beyond the original sauce into a wider range of food products and helped turn his performance persona into a major commercial identity.

The phrase “Reggae Reggae” connects the product to Roots’s music career and Jamaican cultural influences. That background is important because the pitch was not simply about a sauce recipe; it also involved branding, storytelling and a clear connection between the founder and the product.

Some accounts use “Levi Roots” for both the entrepreneur and the brand, but the business pitched was Reggae Reggae Sauce. The sauce’s later product range should not be confused with the original item shown in the pitch.