Which Dragon's Den business makes the Reggae Reggae Sauce brand?

Levi Roots is the entrepreneur behind the Reggae Reggae Sauce brand featured on Dragon's Den.

Roots, whose real name is Keith Valentine Graham, presented his Jamaican-style barbecue sauce to the Dragons in 2007. The pitch became one of the programme’s most memorable because Roots combined a food product with his musical identity and performed a song during the presentation.

Peter Jones and Richard Farleigh offered investment for a share of the business, and Roots accepted the deal shown on the programme. Reggae Reggae Sauce later expanded into a wider range of Caribbean-inspired food products. The brand is often remembered simply as “Levi Roots,” but that name identifies the entrepreneur and brand personality; the product itself is Reggae Reggae Sauce.