Levi Roots pitched Reggae Reggae Sauce on BBC's Dragons' Den.
Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He presented a jerk barbecue sauce based on a family recipe and sought investment to turn it into a larger commercial food brand. Peter Jones and Richard Farleigh agreed to invest £50,000 for a share of the business.
The appearance helped transform the sauce from a market-stall product into a nationally distributed brand. It was later sold through major British retailers and expanded into marinades, seasonings and other Caribbean-inspired foods. Roots also became known for his music career and public promotion of Caribbean cooking.
A common mix-up is to call the product simply “Levi Roots sauce”; Reggae Reggae Sauce is the brand name associated with the original pitch. The investment figure is also sometimes misreported, but the televised deal was £50,000 for 40% of the business.