Levi Roots appeared on Dragon's Den after creating Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-style sauce on the programme in 2007. The product was already linked to his musical identity and the food he sold at Notting Hill Carnival, giving the pitch a distinctive brand story as well as a commercial proposition.
He secured investment from Peter Jones and Richard Farleigh. The television appearance helped turn the sauce into a widely recognised retail brand, although the business's later growth also depended on manufacturing, distribution, marketing and supermarket supply.
The name Levi Roots is therefore both a stage name and the name under which the entrepreneur became publicly known. Reggae Reggae Sauce is often discussed as one of Dragon's Den's most memorable success stories, but the pitch itself should not be confused with the later products and brand extensions that followed.