Levi Roots created the Reggae Reggae Sauce brand after appearing on Dragons' Den in 2007.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean jerk barbecue sauce to the Dragons in the fifth series. The sauce was developed from a family recipe and had previously been sold at festivals and events.
The pitch became one of the programme's best-known business stories. Peter Jones and Richard Farleigh offered investment, and the brand subsequently entered supermarkets and expanded into a wider range of Caribbean food products.
The product is often remembered simply as “Reggae Reggae Sauce,” while the business later used the Levi Roots name across sauces, marinades, seasonings and other foods. Roots' appearance is notable because it shows how a small food product can move from event sales into national retail.