Levi Roots appeared on the British show Dragon's Den with the Reggae Reggae Sauce pitch.
Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. He presented his sauce to the dragons in 2007, combining a food-business proposal with the reggae identity that became central to his brand.
Peter Jones offered £50,000 for a 40% stake in the business during the televised negotiation. The partnership helped Roots obtain broader commercial exposure and develop the sauce into a major branded product. His story is frequently used as an example of a Dragon's Den pitch that translated into a substantial consumer business.
Levi Roots is sometimes confused with the investor who backed him. Roots was the entrepreneur seeking funding; Peter Jones was the dragon who made the investment offer. Keeping those roles separate resolves the most common mix-up surrounding this famous episode.