Levi Roots launched Reggae Reggae Sauce after appearing as a successful pitcher on Dragon's Den.
Levi Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce on the programme in 2007. The pitch helped bring the product to a national audience and led to investment from Peter Jones and Richard Farleigh.
The sauce was subsequently sold under the Reggae Reggae brand, and Roots developed a wider food business. His appearance is frequently cited as one of the programme's most commercially successful and recognisable pitches.
The product is sometimes described simply as jerk sauce, but Reggae Reggae Sauce is the brand name associated with the televised pitch. Roots also became known as a musician and television personality, not solely as a food entrepreneur.