Levi Roots appeared on Dragons' Den with the business later developed into Reggae Reggae Sauce.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He presented his sauce on the programme, combining a food product with a strongly recognisable musical and cultural identity.
The pitch became a landmark example of how television exposure can accelerate a small consumer brand. Following investment and commercial development, Reggae Reggae Sauce reached supermarkets and expanded into a wider range of products. Roots also became known for cookbooks, television appearances and food-related ventures.
The answer is sometimes confused with Peter Jones, who was the Dragon associated with backing the business. Jones was the investor; Levi Roots was the entrepreneur who brought the sauce to the Den.