Levi Roots became famous on the UK show Dragon's Den after pitching Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Jamaican-style jerk barbecue sauce and sought investment to develop the business beyond small-scale production. The appearance helped turn the sauce into a nationally recognised brand.
The pitch is remembered because Roots combined a distinctive product with a strong personal story, musical identity and confident presentation. His brand was later expanded into a broader range of food products and restaurants, making the appearance one of the programme’s most recognisable entrepreneurial success stories.
People sometimes confuse the product name with Roots’s stage name. Levi Roots is the entrepreneur and musician; Reggae Reggae Sauce is the product he pitched. The show’s televised agreement also required further commercial work after filming, as on-screen deals are subject to due diligence.