Levi Roots created the Levi Roots brand after pitching his sauce on the BBC programme.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He became widely known for presenting Reggae Reggae Sauce on Dragon's Den in 2007. The television appearance helped transform a food product associated with his Caribbean cooking into a nationally recognised commercial brand.
Roots's identity is an important part of the brand story. He had a career in music before his business success, and the name “Levi Roots” connected the food company with his public persona and reggae background. The product later appeared in supermarkets and expanded into other branded food lines.
The answer is the entrepreneur's name, not the sauce name. That distinction avoids a common mix-up between the person who made the pitch and the product that was offered to consumers. The question also differs from asking what the sauce itself was called: it identifies the founder and public face of the resulting brand.