Levi Roots created the food brand associated with Reggae Reggae Sauce after appearing on Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He had sold and promoted his sauce before entering the television studio, drawing on Caribbean cooking traditions and his public profile as a reggae performer.
His 2007 pitch secured investment from Peter Jones and Richard Farleigh. The resulting exposure helped the product reach a much wider retail audience and turned Roots into a prominent food-brand entrepreneur. The brand expanded beyond its original sauce into other Caribbean-inspired food products.
The answer is the entrepreneur's public name, not the sauce's name. Reggae Reggae Sauce is the signature product, while Levi Roots identifies the person and the wider brand. That distinction avoids treating a product label and a founder as interchangeable answers.