Levi Roots introduced Reggae Reggae Sauce to the BBC's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to pitch a Caribbean jerk barbecue sauce. The pitch helped turn his existing food idea into a nationally recognised brand. He secured investment from Peter Jones and Richard Farleigh, with the deal supporting production, distribution and marketing.
The sauce became the foundation of a wider Levi Roots food business, including additional sauces, marinades and ready meals. Roots also became known as a musician and public personality, and his stage name was already associated with reggae music before the television appearance.
The deal is often remembered as one of the programme's major success stories. It is also sometimes described as if the dragons invented the sauce, but Roots had developed the recipe and sold it before appearing on television. The programme provided exposure and investment rather than the original idea itself.