Which business did Levi Roots pitch on Dragon's Den in 2007?

Levi Roots pitched Reggae Reggae Sauce on Dragon's Den in 2007.

Roots, whose real name is Keith Valentine Graham, appeared on the programme seeking investment for his Caribbean-style barbecue sauce. The pitch helped turn the product into a nationally recognised brand and made Roots one of the show's most famous success stories.

The sauce's branding draws on Roots' music career and Caribbean identity. It was initially sold at the Notting Hill Carnival before the television appearance, so Dragon's Den did not create the product from nothing; it gave the established recipe a much larger commercial platform.

The pitch resulted in investment from Peter Jones and Richard Farleigh. The product later expanded into a wider range of Caribbean food products, but the original pitch centred on Reggae Reggae Sauce.