Levi Roots became famous after pitching Reggae Reggae Sauce on the British programme Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on Dragon's Den in 2007. He presented his Caribbean-style barbecue sauce and its brand identity, drawing on his music career and Jamaican heritage. The pitch turned him into one of the programme's most memorable entrepreneurs.
The Reggae Reggae Sauce brand subsequently expanded beyond its original product into a wider range of Caribbean-inspired foods. Roots also became a recording artist, author and television personality, so the pitch was the beginning of a broader public profile rather than an isolated television appearance.
People sometimes remember the pitch only as a celebrity moment, but its importance was commercial: it showed how a distinctive product, story and brand could attract major public attention. The sauce is associated with the Levi Roots name and with the “Reggae Reggae” branding introduced through the business.