Levi Roots founded the food brand built around Reggae Reggae Sauce after pitching it on Dragon's Den.
Roots developed the sauce from a family recipe and sold it at events before taking it to the BBC programme. His pitch in 2007 introduced both the product and his performer persona to a much larger audience.
The business received investment from Peter Jones and Richard Farleigh, helping it reach major retailers. The brand later grew beyond its original sauce into a wider range of Caribbean-inspired food products, including marinades, seasonings and cooking sauces.
A common mix-up is to name one of the investing dragons as the founder. Jones and Farleigh supplied investment, but Levi Roots was the entrepreneur who created and fronted the brand. His stage name became the name most closely linked with the product.