Levi Roots created Reggae Reggae Sauce after appearing on the UK show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the Dragons in 2007. He received an investment offer and used the exposure from the programme to build the sauce into a widely recognised food brand. The product’s branding connected its commercial identity with Roots’s Jamaican heritage and reggae music background.
His pitch is one of the programme’s best-known success stories because it combined a memorable presentation with a product that could be manufactured and distributed at scale. Reggae Reggae Sauce later expanded into a wider range of food products and made Roots a prominent food entrepreneur.
The sauce is sometimes described simply as jerk sauce, but Reggae Reggae Sauce is its specific branded name. Levi Roots is the entrepreneur associated with its Dragons' Den breakthrough.