Levi Roots pitched Reggae Reggae Sauce on Dragons' Den and secured one of the show's best-known deals.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He sought investment to expand the sauce business, presenting a product rooted in Caribbean cooking and his own musical identity. The pitch became memorable because he brought a lively performance style as well as a clear commercial story.
The deal involved an investment of £50,000 from Peter Jones and Richard Farleigh in exchange for a stake in the business. Reggae Reggae Sauce subsequently became the flagship product of the brand associated with Levi Roots, and the television appearance helped introduce it to a much larger audience.
People sometimes confuse the entrepreneur with the name of the product, but Levi Roots is the pitcher's stage name and Reggae Reggae Sauce is the brand. The investment amount and the two participating Dragons are separate details from the answer to this question.