Levi Roots pitched Reggae Reggae Sauce on Dragon's Den and secured investment from Peter Jones.
Levi Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to present his Caribbean-style barbecue sauce. The pitch became one of the show's best-known success stories because it combined a distinctive food product, a memorable presentation, and a clear brand identity.
Roots accepted an offer of £50,000 for a 40% stake in the business from Peter Jones and Richard Farleigh. The brand later expanded beyond its original sauce into a broader range of Caribbean-inspired food products and became closely associated with Roots as a public figure.
People sometimes confuse Levi Roots with Levi Strauss because both names are widely recognised. They are unrelated: Levi Strauss was the nineteenth-century clothing entrepreneur behind the jeans company, while Levi Roots is the musician and food entrepreneur. The Dragon's Den pitch concerned Reggae Reggae Sauce and Levi Roots.