Levi Roots launched Reggae Reggae Sauce on the British show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on Dragon's Den in 2007 to pitch his Caribbean-inspired sauce. The product was already connected with his musical and catering background, and the televised pitch helped turn it into a nationally recognised brand.
The investment agreed on the programme involved Peter Jones and Richard Farleigh. The deal is widely remembered because it became one of the show's most commercially successful investments and made Roots a prominent food entrepreneur and media personality.
Reggae Reggae Sauce is often described simply as a hot sauce, but its branding and recipe are rooted in Caribbean jerk flavours. The Dragon's Den appearance was a major step in its move from a small-scale product to supermarket distribution.