Levi Roots founded Reggae Reggae Sauce after appearing on BBC's Dragons' Den.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He presented his jerk barbecue sauce to the dragons and became one of the programme’s most recognisable success stories.
The appearance helped turn a personal recipe and market-stall product into a much larger commercial brand. Reggae Reggae Sauce was subsequently sold through major retailers, and the business expanded into a broader food range associated with Caribbean flavours.
The name Levi Roots is sometimes treated as if it were the name of the product’s company, but it is the entrepreneur’s stage and business name. Theo Paphitis and Peter Jones are plausible alternatives because they were dragons on the British programme, yet neither founded Reggae Reggae Sauce. The brand’s founder is Levi Roots.