Levi Roots launched Reggae Reggae Sauce with investment secured through Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to pitch his Caribbean jerk barbecue sauce. The pitch attracted investment and helped turn the product into a widely recognised British food brand.
The sauce’s name and branding draw on Jamaican music and Caribbean cooking. Roots was already known as a reggae musician before becoming a food entrepreneur, which helped make his pitch especially memorable to viewers.
A common mistake is to treat the appearance as if the television show itself manufactured the product. Roots had developed the sauce before entering the den; the programme provided exposure, negotiation, and a route to investment. The business subsequently expanded into a broader range of food products.