Levi Roots founded the UK business Reggae Reggae Sauce after appearing on Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He presented his jerk barbecue sauce to the Dragons and secured investment from Peter Jones and Richard Farleigh. The product subsequently became the basis of a wider food brand.
The pitch is one of the programme's best-known success stories because it connected a personal recipe, a memorable brand identity and a clear route into supermarkets. Roots had already developed a reputation through music and food before the television appearance.
The name of the business is sometimes shortened in conversation, but Reggae Reggae Sauce is the product and brand most closely associated with his Dragon's Den pitch. Levi Roots is the public name, while Keith Valentine Graham is his birth name.