Levi Roots received the Dragon's Den investment offer that helped launch Reggae Reggae Sauce commercially.
Roots appeared on the programme in 2007 and pitched his Caribbean-style sauce. Peter Jones and Richard Farleigh offered £50,000 for a 40 percent stake in the business. The pitch became one of the best-known success stories in the British programme's history.
The sauce was subsequently produced and marketed under the Reggae Reggae brand, with Roots developing a wider food and media business. His television appearance helped turn a product associated with his family recipe into a nationally recognised retail brand.
The investment story is often simplified as though the television agreement alone created the entire company. In reality, successful commercialisation also involved manufacturing, distribution, branding and retail sales. The key identification fact remains that the entrepreneur behind the pitch was Levi Roots, whose stage name became inseparable from the product's public identity.