Levi Roots appeared on Dragon's Den with the Reggae Reggae Sauce pitch in 2007.
The appearance introduced Roots's sauce to a national television audience and led to an investment deal involving Peter Jones and Richard Farleigh. Roots presented the product as a Caribbean sauce based on a recipe associated with his family, combining a food business with his identity as a reggae musician and performer.
The pitch is remembered because the business had a clear product, distinctive branding and an entrepreneur able to explain the story behind it. After the programme, the brand gained wider retail distribution and developed additional products. It became a frequently cited example of a Dragon's Den pitch that generated substantial public attention.
The date matters because Roots's success is sometimes placed in the programme's first series, but the appearance took place in 2007. Peter Jones was an investor rather than the entrepreneur, and Reggae Reggae Sauce is the product rather than Roots's personal name.