Levi Roots introduced Reggae Reggae Sauce on Dragons' Den before building a food brand around it.
Levi Roots, whose birth name is Keith Valentine Graham, presented his jerk barbecue sauce to the dragons in 2007. The pitch helped bring both the sauce and its creator to national attention. The product subsequently became the foundation of a wider range of Caribbean-inspired food products sold under the Reggae Reggae brand.
The pitch is especially memorable because it linked a personal recipe and musical identity with a scalable retail business. Roots was already known as a reggae musician, and the branding used that connection rather than presenting the sauce as an anonymous supermarket product.
The answer is Levi Roots, not the name of the sauce itself. Reggae Reggae Sauce is the product; Levi Roots is the entrepreneur who pitched it. That distinction matters because the programme's memorable brands and their founders are often mentioned together.