Levi Roots pitched Reggae Reggae Sauce on Dragon's Den in 2007.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician and entrepreneur. He presented his Caribbean barbecue sauce on the programme, accompanied by a memorable musical performance. The pitch led to an investment offer and helped move the sauce from a small-scale product toward national retail distribution.
The brand became one of the most successful businesses associated with the British series. Reggae Reggae Sauce was later expanded into a wider range of food products, including marinades, seasonings and ready-made foods. The television appearance is commonly identified as a turning point in the brand’s commercial history.
The Dragons who invested are not the answer to this question: Peter Jones and Richard Farleigh were the investors associated with the deal, while Levi Roots was the entrepreneur and product creator presenting the business. That distinction separates the pitcher from the backers.