Levi Roots created Reggae Reggae Sauce, which was featured on the BBC series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the Dragons in 2007. Peter Jones and Richard Farleigh invested in the business, helping turn a market-stall product into a nationally distributed brand.
The sauce became closely associated with Roots's musical background and Rastafarian image. Its launch was supported by a memorable television appearance and the song “Reggae Reggae Sauce,” which helped make the product distinctive in British supermarkets.
A common mix-up is to credit Peter Jones with creating the sauce because he became its Dragon investor. Jones supplied investment and business expertise; Levi Roots was the inventor and brand founder. Roots later expanded the brand into marinades, seasonings and other Caribbean food products.