Levi Roots created Reggae Reggae Sauce after developing a recipe inspired by his family.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He brought his sauce to Dragon's Den in 2007, presenting it as a product based on a family recipe. The pitch led to investment from Peter Jones and Richard Farleigh.
The sauce was later launched commercially under the Reggae Reggae brand. Its success made the pitch one of the programme's most memorable examples of a product moving from a small-scale food idea into a major retail business.
Roots is often identified by his stage name rather than his birth name, which can make searches for the pitch seem to point to two different people. Reggae Reggae Sauce is the product associated with his Dragon's Den appearance; the deal and the later brand expansion are related but separate events.