Levi Roots received investment on Dragon's Den for his Reggae Reggae Sauce business.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched a Caribbean-style sauce and sought investment to expand production and distribution. The appearance helped turn him into a widely recognised food entrepreneur and performer.
Peter Jones and Richard Farleigh invested in the business after the pitch. Reggae Reggae Sauce subsequently became the flagship product of a broader food brand associated with Levi Roots, including marinades, cooking sauces, and other products.
The business is often remembered as one of the programme’s most successful pitches. It is also a common source of confusion because Roots is frequently described primarily as a musician or chef; his Dragon's Den appearance connected those public identities with a rapidly growing commercial food enterprise.