Levi Roots secured investment for Reggae Reggae Sauce after appearing on the UK television programme Dragons' Den.
Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He presented his Caribbean-style barbecue sauce to the investors during the programme's 2007 series.
The pitch became one of the show's best-known success stories. Roots agreed a deal involving Peter Jones and Richard Farleigh, and the sauce subsequently developed into the Reggae Reggae brand, with products sold through major retailers.
People sometimes remember the pitch only as a music story because Roots had performed as a reggae artist. Its business significance was the transformation of a family recipe into a widely distributed food brand. The product is also commonly called jerk sauce, but its commercial brand name is Reggae Reggae Sauce.