Levi Roots pitched Reggae Reggae Sauce on Dragon's Den and secured investment in 2007. Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce business to the Dragons after establishing himself as a musician and performer.
The pitch became one of the programme's most memorable success stories. Roots reached a deal involving £50,000 for a 40% stake, with Peter Jones and Richard Farleigh investing together. The sauce then developed into the flagship product of a broader food brand sold through major retailers.
People sometimes remember the musical performance more readily than the commercial details. Roots sang during the pitch, reflecting his background as a reggae artist, but the investment decision concerned the sauce business and its growth potential. The brand's name is also commonly written as “Reggae Reggae Sauce,” rather than being treated as the name of the entrepreneur himself.