Which Dragons' Den entrepreneur founded the Reggae Reggae Sauce brand?

Levi Roots founded the Reggae Reggae Sauce brand featured on Dragons' Den.

Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. The pitch brought his existing musical and food identities together: he was already known as a reggae musician, and the product's branding used that connection.

The appearance helped transform the sauce from a small-scale venture into a widely recognised commercial brand. Roots secured investment from Dragons Peter Jones and Richard Farleigh, giving the business capital and commercial expertise. The pitch is often remembered as one of the show's most successful examples of television exposure leading to rapid brand growth.

Reggae Reggae Sauce is sometimes described simply as a “Dragons' Den sauce,” but the key entrepreneur behind the brand is Levi Roots. His later business activities expanded into other Caribbean food products and restaurant ventures.