Levi Roots sold Reggae Reggae Sauce after pitching it on Dragon's Den.
Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. His sauce was inspired by Caribbean cooking and had already been associated with his performances and food stalls before he appeared on the BBC programme.
The 2007 pitch produced an offer from Peter Jones and Richard Farleigh. The exposure helped the product secure wider retail attention and established the Levi Roots brand in the British food market. Roots subsequently expanded into other sauces, marinades and Caribbean-inspired products.
The product is sometimes described simply as “Reggae Sauce,” but its well-known full brand name is Reggae Reggae Sauce. The entrepreneur behind the televised pitch and later food brand is Levi Roots.