Levi Roots became famous on Dragon's Den after presenting Reggae Reggae Sauce.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He appeared on Dragon's Den in 2007 to pitch his jerk barbecue sauce, which he branded Reggae Reggae Sauce. The product connected his cooking, Caribbean heritage and music career with a commercial food business.
The pitch became one of the show's best-known success stories. Roots secured investment and used the exposure to expand the sauce into a wider range of branded food products. The business later became associated with the Reggae Reggae brand and helped make Roots a familiar figure in British food and popular culture.
People sometimes remember the pitch as being only a music story because Roots was also a reggae performer. Its significance on Dragon's Den, however, was the transformation of a homemade recipe into a retail product. The entrepreneur's name is Levi Roots, while Keith Valentine Graham is his birth name.