Levi Roots pitched Reggae Reggae Sauce on the UK television programme Dragons' Den.
Roots appeared on the programme with his Caribbean-inspired sauce and presented the product as a food brand built around a family recipe. His pitch became one of the show's best-known food-business moments because it combined a distinctive product, memorable branding and a strong personal story.
The entrepreneur is known professionally as Levi Roots, while his birth name is Keith Valentine. The Reggae Reggae identity draws on his musical background and Jamaican heritage, giving the sauce a recognisable position in the crowded condiment market.
A common mix-up is to name one of the investors who considered the pitch rather than the person who presented it. Dragons' Den separates entrepreneurs, who seek funding, from Dragons, who may offer investment in exchange for a business stake. In this case, the entrepreneur on screen was Levi Roots, and the product he presented was Reggae Reggae Sauce.