Levi Roots received investment from Peter Jones and Richard Farleigh after pitching Reggae Reggae Sauce on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the BBC programme in 2007. He presented his Caribbean jerk barbecue sauce and sought investment to expand production and distribution. Peter Jones and Richard Farleigh offered the deal that helped turn the sauce into a major retail brand.
Roots was already known as a reggae musician, having performed under the stage name Levi Roots. The pitch became one of Dragon's Den's best-known success stories because it linked a distinctive food product with a strong personal brand and a clear retail opportunity.
The product later became associated with a wider range of sauces and Caribbean food products. The business outcome is often simplified in retellings, but the on-screen deal was made by Jones and Farleigh, not every Dragon on the panel.