Levi Roots presented the Reggae Reggae Sauce business on the British programme Dragons' Den.
Levi Roots, the stage name of Keith Valentine Graham, appeared on Dragons' Den in 2007 to pitch his Caribbean-inspired sauce. The appearance brought wide public attention to the product and helped establish the Reggae Reggae brand as a major commercial success beyond the television episode.
The pitch is remembered not only for the sauce but also for Roots's musical and cultural presentation. He performed part of the song associated with the product, linking the brand to reggae and Caribbean food traditions. The Dragons' investment led to a business partnership and increased exposure for the sauce.
Levi Roots is sometimes confused with the investors who backed him, but he was the entrepreneur making the pitch. Reggae Reggae Sauce is also distinct from the many other food products later presented on the programme. His appearance became one of the show's best-known examples of a successful television pitch.