Levi Roots created the company behind Reggae Reggae Sauce after appearing on Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. His sauce business gained national attention after his 2007 Dragon's Den pitch, where his reggae performance and Caribbean food story made the presentation especially memorable.
Roots had already sold food at events, including Notting Hill Carnival, before seeking investment. The television appearance helped transform a small-scale food venture into a branded retail business, with sauces and other products sold through major outlets.
The brand name is sometimes treated as if it refers to the entrepreneur's legal name, but “Levi Roots” is the public identity used by Graham. The company and the sauce adopted that same memorable branding, connecting the product with his music and Caribbean heritage.