Levi Roots sold the Reggae Reggae Sauce business after pitching it on the British show Dragon's Den.
Levi Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched his Caribbean-style barbecue sauce and secured investment from Peter Jones and Richard Farleigh. The pitch helped transform a small food business into a widely distributed commercial brand.
The sauce became known as Reggae Reggae Sauce, a name connected to Roots's musical identity and his Jamaican heritage. After the broadcast, the product gained substantial attention and entered major UK supermarket distribution.
People sometimes remember this as simply a “sauce deal,” but the entrepreneur's stage name is the answer usually associated with the pitch. Roots was already a musician before becoming a food entrepreneur, and the business combined music, Caribbean culture and packaged-food marketing.