Levi Roots received investment on the UK television programme Dragon's Den for his Reggae Reggae Sauce business.
Roots, whose birth name is Keith Valentine Graham, appeared on the programme in 2007. He pitched a Caribbean jerk barbecue sauce and sought £50,000 in exchange for a share of the company. Peter Jones and Richard Farleigh agreed to invest together, giving the pitch an unusually memorable place in the show's history.
The sauce had already been developed from Roots's family recipe and sold at festivals before the television appearance. The programme helped turn the product into a widely recognised British food brand, and Roots later expanded into other sauces, marinades and food products.
A common mix-up is to treat Levi Roots as the name of the sauce. It is the entrepreneur's stage name; Reggae Reggae Sauce is the product associated with his pitch. His colourful performance and musical presentation also helped make the segment one of the programme's best-known success stories.