Levi Roots received a Dragon's Den investment for Reggae Reggae Sauce.
Levi Roots, whose real name is Keith Valentine Graham, presented his Caribbean barbecue sauce on the programme and secured investment from Peter Jones and Richard Farleigh. The pitch helped transform a homemade recipe into a widely recognized commercial food brand.
The sauce became associated with Jamaican-inspired cooking and expanded into a broader range of products, including marinades and seasonings. Roots’s performance is remembered as one of the programme’s most successful and culturally distinctive pitches.
A frequent mix-up is to name one of the investing Dragons as the entrepreneur. Peter Jones and Richard Farleigh supplied the investment, while Levi Roots created and presented the product. The deal is therefore linked to Roots, not to either investor.