Levi Roots, whose real name is Keith Valentine Graham, appeared on Dragon's Den as the founder of Reggae Reggae Sauce.
Roots presented his Caribbean-style sauce on the programme in 2007. His lively pitch and musical performance helped make the appearance one of the show's most memorable moments. The product was developed from a family recipe and was initially sold at events and festivals before the television appearance brought it much wider attention.
Following the pitch, Roots secured investment from Peter Jones and Richard Farleigh. The brand then expanded into supermarkets and a broader range of Caribbean food products, making the appearance a frequently cited Dragon's Den success story.
The name Levi Roots comes from his stage identity as a reggae musician. He is therefore sometimes described only as a musician or chef, but his Dragon's Den association is specifically connected with Reggae Reggae Sauce and the subsequent food business.