Levi Roots presented Reggae Reggae Sauce to the Dragons on the BBC show Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef, and entrepreneur. He pitched his Caribbean-style sauce on Dragon's Den in 2007, using a recipe associated with his family and his musical identity. The pitch helped turn the sauce into a nationally recognised brand.
The product was originally made for sale at events and festivals before its supermarket expansion. Roots secured investment from Peter Jones and Richard Farleigh after proposing a deal in the Den. The resulting brand became known as Reggae Reggae Sauce and later expanded into other food products.
A frequent mix-up is treating “Levi Roots” as the name of the sauce’s legal creator rather than the entrepreneur’s stage name. The sauce is the product; Levi Roots is the public identity of the person who pitched it.