Levi Roots is the entrepreneur known for pitching Reggae Reggae Sauce on Dragon's Den.
Roots appeared on the programme in 2007 and presented his Caribbean-style barbecue sauce. The pitch helped turn the product into a nationally recognised brand and became one of the show's most memorable success stories.
The sauce was developed from a family recipe and was initially sold at events and festivals. Roots accepted an investment offer involving Peter Jones and Richard Farleigh, giving the business access to capital, retail expertise and broader commercial exposure.
Levi Roots is the stage name of Keith Valentine Graham. Viewers sometimes remember the pitch simply as a music or celebrity appearance, but its central subject was a food business seeking investment and distribution.