Levi Roots founded the Reggae Reggae Sauce brand after appearing on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to pitch his Caribbean-style jerk barbecue sauce. He presented the product with a musical performance and explained its Jamaican roots, combining a food-business proposal with the reggae identity that became central to the brand.
The pitch became one of Dragon's Den’s most recognisable success stories. Roots secured investment and used the exposure to expand production and retail distribution. Reggae Reggae Sauce subsequently became a prominent British food brand, with products connected to Caribbean flavours and Roots’s public persona.
The name is sometimes written informally as “Reggae sauce,” but the brand’s established name is Reggae Reggae Sauce. Roots is also often described simply as a musician or chef; he is both a performer and an entrepreneur, and his Dragon's Den appearance is particularly remembered for linking those roles in one pitch.