Levi Roots pitched Reggae Reggae Sauce on the UK television show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 seeking investment for his Caribbean-style sauce. His pitch became one of Dragon's Den's best-known success stories because the brand developed from a small food business into a widely recognised retail product.
He secured investment from Peter Jones and Richard Farleigh. The sauce was linked to Roots's Jamaican heritage and to the musical identity he used as a reggae performer, helping the product stand out in a crowded food market.
A common mistake is to identify the product by its later supermarket visibility rather than its founder. Reggae Reggae Sauce was not pitched by a celebrity chef such as Ainsley Harriott; its Dragon's Den entrepreneur was musician and businessman Levi Roots.