Levi Roots introduced Reggae Reggae Sauce to the Dragons' Den investors in 2007.
Levi Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 seeking investment for his Caribbean-style barbecue sauce. His energetic pitch and distinctive musical presentation made the appearance one of the show's most memorable early success stories. He secured investment from Peter Jones and Richard Farleigh.
The sauce had grown from Roots's experience as a musician and food entrepreneur. Reggae Reggae Sauce was first sold commercially through his Caribbean food business and later expanded into a wider range of products, including marinades, seasonings and ready meals. The television appearance helped turn the brand into a major UK supermarket product.
People sometimes remember the pitch as involving every dragon, but the deal was associated with Jones and Farleigh. It is also easy to confuse the product with Roots's later cookbooks or restaurant ventures. The key fact is the link between Levi Roots, his 2007 appearance and the Reggae Reggae Sauce brand.