Levi Roots became famous after securing investment for Reggae Reggae Sauce on the British television show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce and received an offer from Peter Jones. The television appearance helped turn a small food idea into a widely recognized British brand.
Reggae Reggae Sauce was later produced and marketed by the company now known as Reggae Reggae Foods. The brand expanded beyond its original sauce into other food products and helped make Roots a prominent business personality.
The pitch is often remembered as a straightforward overnight success, but the business also depended on manufacturing, distribution, retail relationships and continued brand development after filming. A Dragon's Den offer is not automatically the same as a completed deal.