Levi Roots secured investment on Dragons' Den for his Reggae Reggae Sauce brand.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a Caribbean-style sauce based on a recipe associated with his family and sought investment to expand production and distribution. Peter Jones and Richard Farleigh agreed to invest in the business after negotiations.
The appearance helped transform the sauce from a small-scale product into a nationally recognised food brand. Reggae Reggae Sauce was later sold through major retailers and became closely associated with Roots's musical and Caribbean identity. The product's branding and the televised pitch made the deal one of the programme's most remembered success stories.
A frequent error is to name the Dragons rather than the entrepreneur. Peter Jones and Richard Farleigh were the investors, but the founder and presenter seeking the money was Levi Roots.