Levi Roots created the successful Reggae Reggae Sauce brand.
Roots presented the sauce on Dragon's Den in 2007, combining a business proposal with his background as a reggae musician and Caribbean-food entrepreneur. The product was based on a family recipe and was marketed with a strong musical and Jamaican identity.
Following the televised pitch, the brand expanded beyond its original sauce into other food products, including marinades and cooking sauces. Its growth made the appearance a frequently cited example of television exposure helping a small food business reach national retailers.
The name Levi Roots refers to the entrepreneur and brand founder, not the sauce itself. The product is commonly styled as Reggae Reggae Sauce, while the entrepreneur's legal name is Keith Valentine Graham.