Levi Roots received a 2007 Dragon's Den investment for the Reggae Reggae Sauce brand.
Roots appeared on the programme to pitch his Caribbean-style sauce, which was based on a recipe connected with his family and his musical career. The pitch helped turn the product into one of the best-known Dragon's Den success stories.
Peter Jones and Richard Farleigh invested £50,000 for a combined 40 percent stake in the business. The product was later marketed under the Reggae Reggae Sauce name and expanded into a broader food range, including additional sauces and seasonings.
The pitch is often remembered simply as the “Reggae Reggae Sauce” deal, but the entrepreneur's legal name is Keith Valentine Graham and Levi Roots is his stage name. The investment also illustrates an important feature of the programme: television exposure can be valuable alongside the cash and business advice offered by the Dragons.