Levi Roots founded the brand that became famous after his Dragon's Den pitch for Reggae Reggae Sauce.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. His sauce pitch appeared on Dragon's Den in 2007 and attracted investment from Peter Jones and Richard Farleigh. The televised appearance helped turn the product into a widely recognised food brand.
The pitch is remembered not only for the investment but also for Roots's musical presentation and the connection between his recipe, Caribbean heritage and performance career. The brand later expanded beyond its original sauce into additional food products.
A frequent mix-up is treating Reggae Reggae Sauce as the entrepreneur's name. Reggae Reggae Sauce was the product; Levi Roots was the person and brand founder. Peter Jones and Richard Farleigh were the investors involved in the televised deal.