Levi Roots founded Reggae Reggae Sauce before appearing on Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician and entrepreneur. He presented his Caribbean-style sauce on Dragons' Den in 2007 and secured investment from Peter Jones and Richard Farleigh.
The pitch became one of the programme's most memorable success stories because it connected a distinctive product, a strong personal brand and a clear cultural identity. Reggae Reggae Sauce later became a wider food brand, with products sold through major retailers.
The company name and the entrepreneur's stage name are sometimes treated as interchangeable, but they are different answers: Reggae Reggae Sauce is the product brand, while Levi Roots is the person who pitched it. The business story also extends beyond the televised agreement, as post-show deals can involve further negotiation.