Levi Roots pitched Reggae Reggae Sauce on the British programme Dragons' Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his Caribbean-style sauce on the programme and secured an investment deal, helping turn the product into a widely recognised food brand.
The pitch became one of Dragons' Den's best-known success stories because it combined a memorable product, an established recipe and a strong personal brand. Roots had already sold the sauce at events, including the Notting Hill Carnival, before appearing on television.
The product's name is sometimes remembered simply as “Reggae Sauce,” but its official brand name is Reggae Reggae Sauce. Roots later expanded the business into other Caribbean food products and became a familiar public figure beyond the original pitch.