Levi Roots received investment from two Dragons for Reggae Reggae Sauce on the British show Dragon's Den.
Roots appeared on the programme in 2007 and pitched the sauce business that became associated with the Reggae Reggae brand. The pitch led to a deal involving Peter Jones and Richard Farleigh. The televised appearance helped turn Roots into one of the programme's most recognisable entrepreneurs.
Roots is the stage name of Keith Valentine Graham, a British-Jamaican reggae musician, chef and entrepreneur. His sauce was based on a family recipe and was presented as a product connected to Caribbean food and culture. After the programme, the brand expanded into a wider range of food products and retail distribution.
People sometimes remember the appearance as an example of a celebrity entering the den, but the important business story is that Roots was pitching a food company built around a sauce recipe. The investment and the exposure helped make Reggae Reggae Sauce a widely known British food brand.