Levi Roots, known for Reggae Reggae Sauce, appeared on the British programme Dragon's Den.
Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He presented his sauce business on Dragon's Den, helping turn a food product associated with Caribbean flavours into a widely recognised brand.
His appearance is one of the programme's most memorable food-business stories because it combined a clear product identity with a strong personal brand. The Reggae Reggae Sauce business later expanded into a wider range of Caribbean-inspired food products. Roots also continued working in music, cooking and media after the pitch.
The sauce is sometimes mistakenly attributed to a celebrity chef, but its Dragon's Den entrepreneur was Levi Roots. The show features many food and drink pitches, so a product name alone is not always enough to identify the founder. Here, both the distinctive brand name and Roots's stage identity point to the same entrepreneur.