Levi Roots presented Reggae Reggae Sauce on the UK series Dragons' Den.
Roots appeared before the investors in 2007, presenting a sauce based on Caribbean flavours. The pitch became a landmark moment in the British programme because the product was distinctive, commercially understandable and strongly connected to Roots’ public identity as a reggae musician.
Levi Roots is a stage name; the entrepreneur was born Keith Valentine Graham. That distinction can cause confusion in questions about the pitch, because the brand, stage name and legal name are three different references connected with the same person.
The Dragons' Den appearance is important in Roots’ business history, but it was not the beginning of his musical career. He had already built a profile as a reggae performer before becoming widely known as a food entrepreneur and television personality.