Levi Roots, the entrepreneur behind Reggae Reggae Sauce, received investment on Dragon's Den.
Roots appeared on the programme in 2007 and pitched his Caribbean-style sauce business. The presentation became one of the show's best-known success stories, helping turn a small food venture into a widely recognised brand. The product's name, Reggae Reggae Sauce, connected the business with Roots's musical identity and Caribbean heritage.
The deal is often remembered because the television appearance generated publicity as well as investment. Television exposure can be especially valuable for a consumer-food business: supermarkets, customers and potential distributors can discover the product immediately after broadcast.
Levi Roots is the entrepreneur, while Reggae Reggae Sauce is the product and brand. Peter Jones and Richard Farleigh invested in the business after the pitch, so naming one of the Dragons as the answer would confuse the founder with the investors who backed him.