Levi Roots founded Reggae Reggae Sauce before pitching it on BBC Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He developed the sauce brand from a recipe associated with Caribbean cooking and presented the business on Dragons' Den in 2007. The pitch helped bring the product to a much wider public audience.
Roots secured investment from Dragons Peter Jones and Richard Farleigh during the televised pitch. The brand later expanded beyond its original sauce into a broader range of Caribbean-inspired food products and became closely associated with Roots's public image.
This question is distinct from asking for the product's brand name: the entrepreneur's answer is Levi Roots, while the sauce is Reggae Reggae Sauce. The two names are often mentioned together because the televised pitch linked the founder and product so strongly in popular memory.