Levi Roots introduced Reggae Reggae Sauce to the Dragons on the British show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style jerk barbecue sauce and sought investment to expand production and distribution. The appearance brought him national attention and helped turn the sauce into a major commercial brand.
Reggae Reggae Sauce was linked to Roots's Jamaican heritage and his career as a reggae musician. Before the pitch, he had sold sauce at events and festivals, including Notting Hill Carnival. The business story therefore combined an existing food product with Roots's public identity and musical background.
People sometimes remember the television appearance as the moment the sauce was invented, but the recipe and small-scale selling came earlier. The Dragon's Den appearance was important because it supplied exposure and investment interest, not the product's origin.