Levi Roots founded the Reggae Reggae Sauce brand before appearing on the British show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He developed a jerk barbecue sauce and built the Reggae Reggae Sauce brand around Jamaican food, music and culture.
His Dragon's Den appearance became one of the programme's most recognisable success stories. The pitch helped bring the product to a much wider audience and led to a business relationship with Peter Jones and Richard Farleigh.
The sauce is often remembered simply as “Reggae Reggae,” but the entrepreneur behind the brand is Levi Roots. The question concerns the founder and pitcher, not the dragons who invested, and not the later supermarket products sold under the brand.