Which Dragon's Den investment was made in the Caribbean food brand Levi Roots?

The story behind the answer

The Dragon's Den investment in Levi Roots's Caribbean food brand was made in Reggae Reggae Sauce.

Levi Roots presented the sauce as a commercial version of a Caribbean jerk recipe. Its distinctive name and the entrepreneur's musical performance helped make the pitch especially memorable, while the product itself provided the basis for a scalable food business.

Peter Jones and Richard Farleigh agreed to invest after the 2007 pitch. The deal helped the sauce move beyond small-scale production into wider retail distribution, and the Levi Roots name later expanded across additional Caribbean food products.

The brand name is sometimes shortened in conversation to Levi Roots sauce, but the product associated with the Dragon's Den deal is Reggae Reggae Sauce. Levi Roots is the entrepreneur and brand identity, not the name of the sauce itself.

Source: Wikipedia · fact-checked Oct. 2026

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