Levi Roots pitched Reggae Reggae Sauce on the British television programme Dragon's Den.
Roots appeared on the BBC series in 2007 to seek investment for his Caribbean-style barbecue sauce. The pitch helped introduce his food brand to a much wider audience, and the sauce subsequently became closely associated with his public identity as an entrepreneur and musician.
The product’s name refers to reggae culture, reflecting Roots’s musical background and Jamaican heritage. His appearance is often remembered as one of the programme’s most successful food pitches because it turned a relatively small brand into a widely recognised retail product.
This question asks who made the pitch, not which Dragon invested or what Roots’s birth name was. Those are separate facts connected with the same appearance. Reggae Reggae Sauce later expanded into a broader range of food products under the Levi Roots brand.