Levi Roots founded the Reggae Reggae Sauce brand famously pitched on the British series Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. His sauce business grew from a recipe associated with Caribbean cooking and became widely known after his appearance on the BBC programme.
The pitch is one of the show's best-known examples of a food brand gaining national attention through television. The product later expanded beyond the original sauce into a broader range of Caribbean-inspired food and drink products.
A common mix-up is to treat Levi Roots as only a performer or television personality. His Dragon's Den appearance is specifically connected with his entrepreneurial brand and its commercial development, not merely with his music career.