Levi Roots created Reggae Reggae Sauce, one of the best-known success stories associated with the British show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched his Caribbean-style barbecue sauce and secured investment from Peter Jones and Richard Farleigh. The televised pitch helped bring the product to a much wider public audience.
The sauce became the foundation of a broader food brand sold under the Reggae Reggae name. Roots also became a recognisable public figure, combining his work as an entrepreneur with his identity as a reggae musician and performer. The product's later commercial growth is why the pitch is frequently cited when discussing businesses that gained substantial exposure from the show.
A common mix-up is to name the investors as the entrepreneur. Jones and Farleigh backed the proposal, but Levi Roots was the founder and the person who developed and presented the sauce business.