Levi Roots won investment on Dragon's Den for Reggae Reggae Sauce. He presented the Caribbean-style jerk barbecue sauce on the programme and secured backing that helped turn the product into a major commercial brand.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. His pitch became one of the most memorable in the show's history because it connected a family recipe and musical identity with a clear retail opportunity.
The sauce had been sold at events and festivals before the television appearance. Following the deal, the brand expanded into supermarkets and a wider range of food products. The televised agreement is commonly reported as involving Peter Jones and Richard Farleigh, although business deals shown on the programme can be renegotiated or altered during later due diligence.
The story is often cited as an example of Dragon's Den providing publicity as well as capital. Roots also became a prominent food and media personality after the investment.