Levi Roots created Reggae Reggae Sauce after appearing on the British show Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He pitched his Caribbean-style sauce on Dragon's Den and secured investment from Peter Jones and Richard Farleigh. The product was subsequently developed into a wider food brand sold as Reggae Reggae.
Roots had already been making and selling sauce for events before the television appearance. His pitch combined a personal story, a distinctive product and a clear ambition to move from small-scale production into mainstream retail. The televised deal helped introduce both the entrepreneur and the sauce to a large audience.
The sauce is often remembered simply as “Levi Roots sauce”, but Reggae Reggae Sauce is the specific product name associated with the pitch. The investor names also matter: the deal involved two dragons, not one, which is why a single-investor answer is incomplete.