Levi Roots appeared on Dragon's Den with his Levi Reggae Reggae Sauce business.
Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. His sauce was based on a family recipe and became closely linked with Caribbean food and reggae branding.
His 2007 television pitch sought investment to expand production and distribution. The presentation brought the product to a national audience and helped turn Roots into a widely recognised food entrepreneur.
The musician detail is important because Roots was already known for reggae performance before his television appearance. Dragon's Den did not create his stage name; it introduced his food venture to a much broader business and consumer audience.