Levi Roots introduced Reggae Reggae Sauce to the British TV series Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He appeared on Dragon's Den seeking investment for his Reggae Reggae Sauce, a jerk barbecue sauce inspired by Caribbean cooking and his musical identity.
The pitch became one of the programme's best-known success stories. Roots reached an agreement with Peter Jones and Richard Farleigh, although the television proposal and subsequent business arrangements are often simplified in popular retellings. The sauce later expanded into a wider food brand carrying the Reggae Reggae name.
A common mix-up is to call the product simply “Levi's sauce.” Its established brand name is Reggae Reggae Sauce, while Levi Roots is the entrepreneur and performer associated with it.