Which company did Levi Roots pitch to the Dragons on the British show Dragon's Den?

Levi Roots pitched Reggae Reggae Sauce to the Dragons on the British show Dragon's Den.

Roots appeared on the programme in 2007 to seek investment for his Caribbean-style sauce. He presented the product with a memorable musical performance and explained its connection with Jamaican cooking and his own stage identity. The pitch became one of the programme’s best-known success stories.

Reggae Reggae Sauce was developed from a family recipe and was initially sold in bottles before expanding into a broader range of Caribbean food products. Roots secured investment from Peter Jones and Richard Farleigh after the pitch. The television appearance gave the brand national attention as well as financial backing.

The product is sometimes remembered simply as “Levi Roots sauce,” but the canonical brand name used for the pitched product is Reggae Reggae Sauce. It is also distinct from Dragon-branded sauces and from other Caribbean food brands that appeared in shops after Roots became famous.