Levi Roots received investment from Peter Jones for Reggae Reggae Sauce on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme with his Caribbean-style sauce in 2007. The pitch led to an agreement with Peter Jones, helping move the product from a small entrepreneurial venture toward wider commercial distribution.
The sauce was associated with Roots's Jamaican heritage and reggae identity, which became central to the brand. Following the television appearance, Reggae Reggae Sauce gained substantial public attention and became one of the show's most recognisable success stories.
People sometimes remember the pitch as a joint investment by several dragons, but the widely cited deal was with Peter Jones. The television agreement also did not mean that the programme itself manufactured or distributed the sauce; the investment supported Roots's business development.