Levi Roots won investment for Reggae Reggae Sauce on the BBC television series Dragon's Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007 to present his Caribbean-style sauce. His pitch combined a food product with a strong personal story, music background and clear brand identity. The sauce was linked to the flavours and cooking traditions of the Caribbean, while the presentation gave viewers a memorable example of how personality can support a consumer brand.
Peter Jones and Richard Farleigh offered investment for a share of the business. The deal helped bring Reggae Reggae Sauce to a much wider public audience, although, as with many televised agreements, the final commercial arrangement involved further work after filming.
Reggae Reggae Sauce is often remembered simply as a successful Dragon's Den pitch, but Roots' later career extended beyond the programme. He became a prominent food entrepreneur, author and television personality. The pitch is also a reminder that a television appearance can provide publicity as well as access to capital.