Levi Roots was the entrepreneur behind Reggae Reggae Sauce who appeared on the UK show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, pitched his Caribbean-style barbecue sauce on Dragon's Den in 2007. The appearance helped turn a product made from his family recipe into a widely recognised commercial brand. The sauce was later sold under the Reggae Reggae brand, associated with Jamaican music and Caribbean food.
Roots secured investment from Peter Jones and Richard Farleigh during the programme. The televised pitch became one of Dragon's Den's most memorable success stories because it linked a personal family recipe with a scalable food business.
Reggae Reggae Sauce is sometimes described simply as a hot sauce, but it is specifically a Jamaican-style barbecue sauce. Levi Roots is also a musician and author, and the brand's identity draws heavily on reggae culture. His Dragon's Den appearance is frequently cited as an example of television exposure accelerating a consumer business.