Levi Roots launched Reggae Reggae Sauce after appearing on the BBC show Dragon's Den.
Levi Roots, the stage name of Keith Valentine Graham, appeared on Dragon's Den in 2007 to present his Caribbean-style barbecue sauce. He secured investment from Peter Jones and Richard Farleigh, and the product went on to become the foundation of a wider food and media business.
Roots was already known as a musician and performer before the television appearance. The pitch connected his recipe, personal story and branding with a product that could be sold through mainstream retailers. Reggae Reggae Sauce subsequently expanded into a range of Caribbean-inspired food products.
People sometimes remember the pitch as involving the original five-Dragon panel, but Richard Farleigh was also on the programme at the time. The best-known outcome is the sauce brand's association with Levi Roots and his Dragon's Den appearance.