Levi Roots pitched Reggae Reggae Sauce on Dragon's Den before building a wider food brand.
Roots presented the product to the Dragons in 2007. The sauce was based on a recipe associated with his Caribbean cooking and public food events, and the televised pitch introduced both the product and the entrepreneur behind it to millions of viewers.
Following the appearance, Reggae Reggae developed into a broader branded food business. The range expanded to include products such as marinades, seasonings and other Caribbean-inspired items. Roots also remained associated with music, performance and Caribbean culture, making the company closely tied to its founder's identity.
This question focuses on the entrepreneur rather than the investors. Peter Jones and Richard Farleigh are connected with the deal, but they were the Dragons who responded to the pitch; Levi Roots was the founder seeking investment.