Levi Roots secured investment on the British programme Dragons' Den in 2007 for his Reggae Reggae Sauce business.
Roots, whose real name is Keith Valentine Graham, appeared on the show with his Caribbean-style sauce and pitched the opportunity to expand production and distribution. The appearance helped turn the product into one of the programme’s most recognisable success stories.
Reggae Reggae Sauce had originated from Roots’s family recipe and was associated with Caribbean cooking and reggae culture. The televised deal was made with Peter Jones and Richard Farleigh, although television agreements can be subject to later negotiation and completion.
The story is often cited as an example of Dragons' Den creating publicity as well as potential investment. Roots subsequently developed a wider food and media career.