Levi Roots created the Reggae Reggae Sauce brand that secured investment on Dragon's Den in 2007.
Roots, whose real name is Keith Valentine Graham, appeared on the British programme with his Caribbean-style sauce. His pitch became one of the show's best-known success stories. Peter Jones and Richard Farleigh invested £50,000 in exchange for a share of the business, helping the product move from a small-scale venture toward wider retail distribution.
The brand's identity combined Jamaican musical culture with a food product, and Roots presented himself as both entrepreneur and performer. The sauce later expanded into a broader range of Caribbean food products and made its creator a familiar public figure.
The story is sometimes simplified as though television alone created the business. Roots had already developed and sold his sauce before appearing on the programme. Dragon's Den provided capital, exposure and business support, but the product, recipe and brand existed before the pitch.