Levi Roots was the entrepreneur behind Reggae Reggae Sauce who appeared on BBC’s Dragons’ Den in 2007.
Roots was already known as a reggae musician and performer when he presented his sauce business to the investors. He used the name Levi Roots professionally, combining his musical identity with a food brand rooted in Jamaican cooking traditions.
His pitch resulted in an agreement with Peter Jones and Richard Farleigh. They invested £50,000 for a 40% stake, giving the business capital and experienced commercial backing. The television appearance is often cited as a standout example of the programme helping an entrepreneur move from a small operation toward national retail visibility.
Levi Roots is sometimes mistaken for simply being the product’s brand name, but it is also the entrepreneur’s established stage name. His success extended beyond the sauce itself into cookbooks, restaurants, television appearances and other branded food products.