Levi Roots launched Reggae Reggae Sauce after receiving investment on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to pitch his Caribbean jerk barbecue sauce. The sauce was presented with a strong musical and cultural identity, helping it stand out from more conventional food pitches. Peter Jones and Richard Farleigh agreed to invest in the business after the televised pitch.
The product became one of the programme's most celebrated success stories. It was subsequently sold through major UK retailers and developed into a wider range of Caribbean-inspired food products. Roots also became a familiar public figure through television, music and food-related work.
A common mistake is to remember only the product name and omit the entrepreneur. Reggae Reggae Sauce is the brand, while Levi Roots is the person who pitched it. The Dragon's Den deal is also often cited as an example of how television exposure can amplify an investment beyond the original negotiation.