Levi Roots presented the sauce pitch on Dragon's Den while singing a reggae song. His lively 2007 appearance combined a musical performance with a business proposal for the product that became Reggae Reggae Sauce.
Roots is the stage name of Keith Valentine Graham, a Jamaican-British musician, chef, and entrepreneur. He had sold his sauce at festivals and food events before seeking investment on television. His pitch drew attention because it communicated the brand's Caribbean identity as well as its commercial potential.
Peter Jones offered the televised investment, and the brand later expanded into supermarkets and a broader range of food products. The appearance is often remembered as a standout example of presentation style supporting a clear product story.
The song is not the answer: it was part of the pitch. Nor is Reggae Reggae Sauce the entrepreneur's name. Levi Roots is the person who performed and presented the proposal.