Levi Roots founded the Reggae Reggae Sauce brand featured on Dragon's Den.
Levi Roots is the professional name of British-Jamaican musician and entrepreneur Keith Valentine Graham. He developed the sauce from Caribbean culinary traditions and presented it to the Dragons in 2007, when the brand was still seeking help to expand.
The product became closely associated with Roots’s identity, music and carnival performances. Its television appearance gave the brand a major public profile, but the business story began before the pitch. The sauce was already being made and sold as part of Roots’s food activity.
This answer is distinct from identifying the investors who backed the pitch. Peter Jones and Richard Farleigh offered investment during the programme, while Roots was the founder and entrepreneur behind the brand. Those roles are often conflated when the pitch is recalled years later.