Levi Roots founded Reggae Reggae Sauce after appearing on the British television series Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He presented his Caribbean-inspired sauce to the Dragons in 2007, accompanied by a memorable reggae performance that helped make the pitch widely recognisable.
The pitch resulted in investment discussions involving Peter Jones and Richard Farleigh. The sauce was subsequently commercialised under the Reggae Reggae brand, and Roots expanded the business into a broader food range and restaurant activity.
People sometimes remember the presentation more readily than the product's founder, or confuse the product name with Roots's personal name. Reggae Reggae Sauce is the brand and product; Levi Roots is the entrepreneur who created and promoted it. His appearance is often cited as one of the programme's standout success stories.