Levi Roots is the entrepreneur known for bringing Reggae Reggae Sauce to Dragon's Den. He appeared on the programme in 2007, presenting his Caribbean-style barbecue sauce and seeking investment to expand production and distribution.
Roots, born Keith Valentine Graham, was already a reggae musician and performer. The sauce's branding connected food with music and Jamaican culture, helping the pitch stand out among the many technology and retail ideas shown on the programme. His appearance led to a widely reported investment and a major expansion of the product's retail presence.
People sometimes remember the brand name but not the entrepreneur, or assume “Levi Roots” is only a company name. It is Roots's stage name and the name under which he became publicly associated with the sauce. The product later appeared in supermarkets and a broader range of branded foods.