Levi Roots is the Dragons' Den entrepreneur associated with Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to pitch his Caribbean-style barbecue sauce. The product’s branding drew on his musical career and Jamaican heritage, helping it stand out both in the den and on supermarket shelves.
His appearance became one of the show’s best-known success stories. The business expanded from a homemade recipe into a wider food brand, with sauces and other products sold commercially.
People sometimes remember the pitch as simply a music story because Roots is also a reggae performer. The central business fact is the connection between Roots and Reggae Reggae Sauce, the product that made him one of the programme’s most recognisable entrepreneurs.