Levi Roots founded Reggae Reggae Sauce after developing a recipe for a Jamaican jerk chicken dish.
Born Keith Valentine Graham, Levi Roots is a Jamaican-British musician and entrepreneur. He developed the sauce from a family recipe and sold it at events, including the Notting Hill Carnival, before turning the idea into a branded food business.
Roots became widely associated with Dragons' Den after pitching the sauce on the BBC programme. The appearance helped bring national attention to his product and his personal brand, although the story is sometimes simplified into the idea that the television appearance alone created the business. The sauce had already been developed and sold before the pitch.
The name Reggae Reggae Sauce reflects Roots' music career and Jamaican heritage. His Dragons' Den appearance is one of the show's most memorable food-business pitches, but the question concerns the founder rather than the investor who negotiated with him.