Which company did Levi Roots pitch on Dragons' Den before securing investment in 2007?

Levi Roots pitched Reggae Reggae Sauce on Dragons' Den before securing investment in 2007.

Roots, whose real name is Keith Valentine Graham, appeared on the programme as a musician and food entrepreneur. He presented his Caribbean jerk barbecue sauce under the Reggae Reggae Sauce name, combining a food product with a strong musical and cultural brand identity.

The pitch became one of the show's most memorable success stories. Investment discussions led to backing from Peter Jones and Richard Farleigh, and the product subsequently gained wider retail distribution. The brand later became associated with a broader range of Caribbean-inspired sauces, marinades and food products.

The sauce's name is sometimes shortened informally to “Reggae sauce,” but the canonical product name used in the pitch and brand history is Reggae Reggae Sauce. It is also important not to confuse the product with Levi Roots' later restaurants and other food ventures.