Which business founded by Levi Roots appeared on Dragons' Den with its Reggae Reggae Sauce?

Levi Roots appeared on Dragons' Den with his Reggae Reggae Sauce business.

Roots, whose real name is Keith Valentine Graham, presented the sauce on the programme in 2007. The product grew from a family recipe and was closely associated with Jamaican food, reggae music and Roots's public persona as a musician and entrepreneur.

The pitch helped bring the brand to a much wider audience. Reggae Reggae Sauce later became part of a broader range of Caribbean-inspired food products sold under the Levi Roots brand.

People sometimes refer to the company simply as Levi Roots, but the product presented in the pitch was specifically called Reggae Reggae Sauce. The repeated name is part of the brand identity and should not be shortened to a generic jerk sauce.