Levi Roots pitched the Reggae Reggae Sauce brand on the UK programme Dragon's Den in 2007.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his Caribbean barbecue sauce to the Dragons, combining a food-business pitch with his musical and cultural identity.
The appearance helped turn Reggae Reggae Sauce into a widely recognised British food brand. The sauce is associated with jerk-style cooking and Caribbean flavours, and the brand later expanded beyond its original product into other foods and merchandise.
The pitch is sometimes described simply as a music or celebrity appearance, but the central proposition was a packaged-food business. It is also distinct from later Dragon's Den food pitches, which involved different sauces, snacks and restaurant concepts.