Levi Roots pitched Reggae Reggae Sauce on the British TV show Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented his Caribbean-style barbecue sauce while singing and playing music, helping the pitch stand out from more conventional business presentations.
The sauce was based on a family recipe and was already associated with Roots's music and food events. His appearance turned the product into one of the programme's best-known success stories. The investment helped him expand production and distribution through a company later known as Reggae Reggae Foods.
Roots is often remembered simply as a musician, but his Dragons' Den appearance established him as a food entrepreneur too. The brand later broadened beyond sauce into other Caribbean-inspired products, including marinades and seasonings.