Levi Roots performed the song “Reggae Reggae Sauce” during his Dragon's Den pitch.
Roots did more than describe his product: he brought a musical performance into the pitch, singing the song associated with the sauce. The presentation reflected his background as a reggae musician and gave the business a distinctive identity that viewers could immediately remember.
The pitch aired in 2007 and became one of the programme's most recognisable moments. Peter Jones and Richard Farleigh invested in the business, and the brand subsequently expanded into a range of Caribbean-inspired food products. The musical element was therefore part of a successful commercial presentation, not an unrelated performance inserted after the deal.
The Dragons themselves did not perform the song, although they were the investors listening to the pitch. Levi Roots is also the entrepreneur's public name; his birth name is Keith Valentine Graham. These distinctions prevent the song, the brand and the investor panel from being confused.