Levi Roots pitched the Reggae Reggae Sauce brand on the BBC television programme Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his sauce as a commercial food product while also drawing on his musical career and Caribbean heritage.
The pitch became a major example of television exposure helping a small brand reach a national market. Peter Jones and Richard Farleigh offered £50,000, and the resulting business later developed additional products connected with Caribbean food and cooking.
Roots is sometimes identified only as a musician because of his reggae performances. On Dragon's Den, however, he appeared specifically as an entrepreneur seeking investment for a food business. That distinction explains why his name is so closely linked with both music and sauce.