Levi Roots created Reggae Reggae Sauce after appearing on Britain's Dragon's Den.
Levi Roots is the stage name of Keith Valentine, a Jamaican-British musician, chef and entrepreneur. He pitched his Caribbean-style sauce on Dragon's Den and secured investment from Peter Jones and Richard Farleigh.
The pitch became one of the programme's best-known success stories because it combined a clear product identity with Roots's musical personality and personal connection to Caribbean cooking. The sauce subsequently became a commercial brand sold through major retailers, and the Dragon's Den appearance helped introduce it to a much larger audience.
The product is sometimes described simply as jerk sauce, but Reggae Reggae Sauce is the brand name associated with Roots's Dragon's Den pitch. Roots later expanded his business interests into other food products, restaurants and media work while remaining strongly associated with the sauce.