Which entrepreneur founded the UK food brand Reggae Reggae Sauce?

Levi Roots founded the UK food brand Reggae Reggae Sauce.

The brand was built around Roots's jerk-style sauce, drawing on Jamaican culinary traditions and his own Caribbean heritage. Roots first became widely known to a British television audience through his Dragon's Den pitch, where he presented the sauce as a product with strong cultural identity and commercial potential.

The televised investment helped the business move from small-scale production toward wider manufacturing and retail distribution. Reggae Reggae Sauce became the flagship product associated with Roots, who combined entrepreneurship with his career as a reggae musician.

This question is distinct from asking who created the recipe: the founder and public face of the brand is Levi Roots, whose legal name is Keith Valentine Graham. The product's name, packaging and promotional identity all connect it to reggae music and Jamaican food.