Levi Roots became known for the Reggae Reggae Sauce brand after appearing on Dragon's Den.
Levi Roots is the professional name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. His 2007 Dragon's Den appearance introduced his sauce business to a large television audience and led to an investment deal with Peter Jones.
Roots had sold his sauce at events before the programme, including the Notting Hill Carnival. The Dragon's Den pitch helped him obtain capital and business support for larger-scale production. The brand later expanded beyond its original sauce into other food products and media activity.
The phrase “Reggae Reggae” can be mistaken for the entrepreneur's real name or for the name of a record label. In this context, Levi Roots is the person, while Reggae Reggae Sauce is the product and the central brand associated with his pitch.