Levi Roots founded Reggae Reggae Sauce before appearing on the BBC programme Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the dragons in 2007. He secured investment from Peter Jones and Richard Farleigh, helping turn a product associated with his music and food background into a major commercial brand.
The sauce was developed from a family recipe and became closely associated with Roots's stage name and reggae performances. His Dragon's Den appearance is often remembered as one of the programme's most successful pitches because the business already had a distinctive product, strong branding and a clear personal story.
Levi Roots is the entrepreneur and brand founder; Reggae Reggae Sauce is the product. Those two answers are sometimes mixed up when the pitch is discussed.