Levi Roots secured investment for Reggae Reggae Sauce on Britain's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched his Caribbean-style sauce and sought investment to develop and distribute the product more widely. The pitch helped turn his existing food business into a nationally recognized brand.
The sauce was originally associated with Roots's cooking and musical career, and its branding connected food with reggae culture. After the television appearance, Reggae Reggae Sauce gained major retail exposure and became the best-known product linked with Roots.
People sometimes remember the product name rather than the entrepreneur, or confuse the sauce with other Caribbean condiment brands. The Dragon's Den pitch is specifically associated with Levi Roots, who later became a prominent food entrepreneur and media personality.