Levi Roots appeared on Dragon's Den with the Reggae Reggae Sauce brand.
Roots presented the sauce as a food business connected to his Jamaican background and musical persona. The pitch became famous because it combined a distinctive product, a strong personal brand and a clear commercial ambition. Peter Jones agreed to invest after questioning Roots about the opportunity.
The appearance helped turn Roots into a widely known entrepreneur and performer. Reggae Reggae Sauce subsequently became the flagship product associated with the Levi Roots name, and the television pitch is frequently cited as an example of the programme's ability to raise awareness of small businesses.
The answer is the entrepreneur's stage name, Levi Roots, rather than the name of the sauce or the investor. His birth name is Keith Valentine Graham, but the Dragon's Den pitch and the resulting food brand are publicly identified with Levi Roots.