Which Dragon's Den entrepreneur founded the Reggae Reggae food brand?

Levi Roots founded the Reggae Reggae food brand associated with his sauce and Dragon's Den appearance.

Roots built the brand around a Caribbean-style sauce made from a recipe connected with his family. His 2007 Dragon's Den pitch presented the product as both a food business and a distinctive cultural brand, with reggae music forming an important part of its identity.

The television deal involved Peter Jones and Richard Farleigh, who offered £50,000 for a stake. That investment helped the product move toward larger-scale production and retail sales. The brand later expanded beyond its original sauce into other Caribbean-inspired food products.

The founder should not be confused with the Dragons who invested. Jones and Farleigh supplied investment and business expertise, but Levi Roots created the product concept and led the brand associated with it.