Levi Roots pitched Reggae Reggae Sauce on the British series Dragon's Den.
Roots, whose birth name is Keith Valentine Graham, appeared on the programme as the entrepreneur behind a Caribbean-style barbecue sauce. His pitch helped turn the product into one of the show’s most memorable businesses and brought him national attention.
The sauce’s branding drew on Roots’s musical background and Jamaican heritage. After the television appearance, Reggae Reggae Sauce became a commercial product sold through major retailers, and the brand expanded into additional food products.
The pitch is often remembered because it connected a clear product identity with a personal story and a large consumer market. It should not be confused with the many other food and drink businesses that have appeared on the programme. Levi Roots is the performer and entrepreneur’s professional name, while Keith Valentine Graham is his birth name.