Levi Roots presented Reggae Reggae Sauce on the UK show Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched a Caribbean-inspired jerk barbecue sauce and performed a musical presentation that helped make the pitch especially memorable.
The appearance brought Roots and his sauce national attention. The brand subsequently expanded beyond its original sauce into a wider range of food products and became closely associated with Caribbean flavours in British supermarkets.
People sometimes remember the pitch as simply “Reggae Sauce,” but the commercial brand name is Reggae Reggae Sauce. It is also important to distinguish the entrepreneur, Levi Roots, from the dragons who negotiated over the investment opportunity.