Levi Roots appeared on Dragon's Den with Reggae Reggae Sauce and secured investment from Peter Jones and Richard Farleigh.
Roots is the stage name of Keith Valentine, a Jamaican-British musician, chef and entrepreneur. He presented his Caribbean-style sauce on Dragon's Den and attracted attention because the product connected a distinctive brand story with a recipe developed from his Jamaican background.
The televised pitch became one of the programme's best-known success stories. The sauce later expanded beyond its original product into a wider range of branded foods and became widely available in British supermarkets.
People sometimes remember the pitch as involving more dragons than it actually did. Peter Jones and Richard Farleigh were the investors associated with the deal shown on the programme, while other famous dragons were not part of that agreement.