Levi Roots is the entrepreneur known as the founder of Reggae Reggae Sauce after appearing on BBC's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme and secured investment from Peter Jones and Richard Farleigh. The pitch helped turn the product from a market-stall idea into a widely recognised commercial brand.
Levi Roots is also a musician, and his stage name became closely associated with the sauce business. His appearance is one of the programme's most widely remembered success stories because it combined a distinctive product, a strong personal brand and a clear route to retail growth.
The business later expanded beyond its original sauce into other food products. The television appearance did not create the recipe itself; Roots had already developed and sold the product before pitching it to the dragons.