Levi Roots performed as a reggae character while pitching Reggae Reggae Sauce on Dragon's Den.
Roots appeared on the programme in 2007 and presented his Caribbean jerk barbecue sauce to the Dragons. He sought investment to expand production and distribution, combining a food-business proposal with music and performance elements that reflected his public identity.
The pitch led to an agreement with Peter Jones and Richard Farleigh. The resulting brand became one of the best-known food businesses associated with the programme, and Roots expanded the product range beyond the original sauce.
The entrepreneur was born Keith Valentine Graham in Jamaica and later became known as Levi Roots. The pitch is often remembered as a particularly successful example of a Dragon's Den presentation, but it should not be confused with a fictional television character: Roots was pitching his own commercial food brand.