Levi Roots became famous on Dragon's Den for pitching Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style jerk barbecue sauce and sought investment to expand production and distribution. The pitch became one of the programme's most memorable success stories.
Peter Jones and Richard Farleigh invested in the business. The product was subsequently sold under the Reggae Reggae brand, and Roots developed a wider food and media career, including cookbooks and television appearances.
The brand name is sometimes shortened in conversation, but the product associated with the Dragon's Den pitch is Reggae Reggae Sauce. The appearance helped turn Roots from a food entrepreneur into a widely recognised public figure.