Levi Roots launched Reggae Reggae Sauce after appearing on Dragon's Den.
Levi Roots, the stage name of Keith Valentine Graham, presented his Caribbean-style barbecue sauce to the Dragons in 2007. The product was linked to his music and food background, and the pitch helped turn a small-scale food idea into a nationally recognised brand.
Roots secured a deal in the episode with Peter Jones and Richard Farleigh. The televised negotiation is frequently remembered because the sauce’s distinctive branding and Roots’s performance made the pitch unusually memorable. Reggae Reggae Sauce subsequently became the flagship product of the Reggae Reggae brand.
The entrepreneur is often described simply as a musician, but Roots is also a chef, author and food-business founder. The sauce was not created by the television programme; Dragon's Den provided exposure and investment discussions for an existing product and business idea.