Levi Roots launched the Reggae Reggae Sauce brand after appearing on the BBC programme Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. His pitch centred on a Caribbean jerk barbecue sauce that he had developed and sold at events and festivals.
The appearance helped turn the sauce into a major commercial brand. The product became associated with Caribbean flavours and with Roots’s reggae identity, linking food marketing to his public persona as a musician.
A common mix-up is to treat Reggae Reggae Sauce as merely a one-off Dragons' Den product. The programme provided important exposure and investment attention, but the brand subsequently expanded into a wider range of Caribbean-inspired food products.