Levi Roots became known on Dragon's Den for creating Reggae Reggae Sauce.
Levi Roots, the stage name of Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. His sauce was based on a family recipe and became the central product of his Dragon's Den pitch.
The appearance helped turn Reggae Reggae Sauce into a widely recognised British food brand. Roots secured investment from Peter Jones and Richard Farleigh during the programme, giving the business capital and access to experienced commercial partners.
The name is sometimes shortened in casual discussion to simply “Reggae sauce,” but the branded product is called Reggae Reggae Sauce. Levi Roots is also associated with music, Caribbean cuisine and restaurants, so his Dragon's Den appearance was one part of a broader public career rather than his only achievement.