Levi Roots founded the UK food brand associated with his Dragons' Den pitch.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He became widely known after presenting his Reggae Reggae Sauce on Dragons' Den, turning a homemade recipe and strong personal brand into a commercial food business.
The question identifies the entrepreneur rather than asking for the sauce's name, avoiding confusion with the separate fact that the product was pitched on the programme. Roots' presentation combined music, Jamaican culinary influences and a memorable brand identity.
He later expanded the business into a wider range of sauces and Caribbean-inspired food products. The brand is therefore associated with both the original sauce and Roots himself, but the founder's canonical name is Levi Roots.