Levi Roots launched Reggae Reggae Sauce after appearing on Dragons' Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce on the programme in 2007. His pitch became one of the show's best-known success stories because the product had a distinctive brand, a memorable presentation and clear links to his musical and culinary background.
The sauce was originally associated with Roots's jerk chicken and Caribbean cooking. After the television appearance, the brand expanded beyond its initial product and became part of a wider food business. The Dragons' Den deal helped bring substantial public attention to the sauce, although televised agreements can still depend on later due diligence.
Levi Roots is sometimes remembered only as a musician because of his reggae identity. He is also a food entrepreneur whose television appearance became a landmark example of how a pitch can turn a small product into a nationally recognised brand.