Levi Roots created Reggae Reggae Sauce and appeared on Dragon's Den in 2007.
Roots, whose birth name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He presented his Caribbean-style sauce to the dragons after building a reputation through food and music, including his annual performance at the Notting Hill Carnival.
The pitch became one of the programme’s most memorable business stories. Roots secured investment from Peter Jones and Richard Farleigh, with the televised deal associated with a £50,000 investment for a 40% stake. The brand later expanded beyond its original sauce into a wider range of products and restaurant activity.
A common mix-up is to call the product simply “Levi Roots sauce.” Its commercial brand name is Reggae Reggae Sauce, while Levi Roots is the entrepreneur and public identity behind it. The pitch is often cited as an example of television exposure helping a small food brand grow rapidly.