Levi Roots appeared on Britain's Dragon's Den in 2007 to pitch Reggae Reggae Sauce.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce and sought investment to expand the product commercially. His energetic pitch and musical performance made the appearance one of the programme's most memorable business stories.
The brand grew from a family recipe associated with Caribbean cooking into a widely recognised food product. The pitch helped introduce Roots and the sauce to a much larger television audience, although televised interest and a completed investment are not exactly the same thing.
Reggae Reggae Sauce is often used as an example of a Dragon's Den product becoming highly visible after broadcast. The story also illustrates how branding, personal presentation and a clear consumer product can influence a pitch.