Levi Roots secured investment for Reggae Reggae Sauce on the British programme Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British reggae musician, chef, and entrepreneur. He presented his jerk barbecue sauce on the programme and received backing that helped turn the product into a major commercial brand.
The sauce became associated with the Reggae Reggae brand, whose identity combines Caribbean food with music-inspired marketing. The appearance is widely remembered because Roots arrived with a strong personal story, a distinctive product, and a clear vision for expanding beyond small-scale sales.
People sometimes confuse Levi Roots with Peter Jones, the Dragon who invested in the business. Roots was the entrepreneur seeking funding; Jones was one of the investors. The product itself is also often called jerk sauce, but its branded name on the programme was Reggae Reggae Sauce.