Levi Roots pitched Reggae Reggae Sauce on the British television series Dragons' Den.
Levi Roots, the stage name of Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce and explained its connection with his cooking and music background.
The pitch became one of the show's best-known success stories. Roots secured an investment offer and subsequently developed the sauce into a broader food brand sold through major retailers.
The product is sometimes remembered simply as “Reggae Sauce,” but its official brand name is Reggae Reggae Sauce. The televised pitch helped turn Roots into a widely recognised food entrepreneur and led to further branded products, cookbooks and media work.