Levi Roots pitched Reggae Reggae Sauce to the Dragon's Den investors in 2007.
Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He brought his sauce business to the programme with a performance-oriented pitch that connected the product to his reggae identity and Caribbean heritage.
The appearance resulted in a £50,000 investment for 40% of the business from Peter Jones and Richard Farleigh. The deal is among the programme's most recognizable examples because Roots combined a clear food product with a memorable personal brand and an immediately understandable retail proposition.
His television success was followed by wider supermarket distribution and a broader range of Caribbean food products. The answer is Levi Roots, not one of the celebrity chefs sometimes associated with Caribbean cooking or British food television.