Levi Roots, the entrepreneur behind Reggae Reggae Sauce, appeared on the British television show Dragon's Den.
Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and businessman. He pitched his Caribbean-style barbecue sauce on Dragon's Den, linking the product to his musical identity and Jamaican heritage. The appearance helped turn the sauce into a widely recognised retail brand.
The product was initially associated with a family recipe and the Notting Hill Carnival, where Roots sold food before developing a larger commercial business. Its label and branding use reggae imagery, making the product distinctive among supermarket sauces.
Levi Roots is sometimes remembered only as a singer because of his music career, but his Dragon's Den appearance concerned a food business. The pitch is also often discussed as an example of television exposure helping an entrepreneur move from a small-scale operation toward national distribution.