Which entrepreneur launched Reggae Reggae Sauce on Dragon's Den in 2007?

Levi Roots launched Reggae Reggae Sauce on Dragon's Den in 2007.

Levi Roots, the stage name of Keith Valentine Graham, appeared on the British programme to present his Caribbean-style barbecue sauce. The pitch became one of the show's most widely remembered business stories and helped turn the product into a major commercial brand.

Roots secured investment after presenting the sauce and explaining its market potential. The product's association with reggae music, Caribbean food and Roots's performing background gave the pitch a distinctive identity, while the television exposure introduced it to a much wider audience.

The entrepreneur is sometimes confused with the Dragons involved in the deal. Peter Jones and Richard Farleigh were the investors associated with the pitch, but Levi Roots was the founder and presenter of the sauce business. Reggae Reggae Sauce was later marketed under the Levi Roots brand, which expanded into additional food products.