Levi Roots created the Reggae Reggae Sauce brand after appearing as an entrepreneur on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. His sauce was based on a family recipe and became the foundation of a wider food brand sold in supermarkets.
His Dragon's Den appearance is one of the programme's most widely remembered pitches because the product combined a clear consumer proposition with Roots's distinctive musical and cultural identity. He was a pitchee, not a Dragon, so investor names such as Peter Jones and Duncan Bannatyne are not the answer.
The brand is commonly written as Reggae Reggae Sauce, while later products expanded the range beyond the original sauce.