Levi Roots pitched Reggae Reggae Sauce on BBC's Dragons' Den in 2007.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician and entrepreneur. He presented his Caribbean-style barbecue sauce on the programme and explained its connection with his family’s cooking and Jamaican culture.
The pitch helped turn the sauce into a nationally recognised brand. Roots accepted investment from Peter Jones and Richard Farleigh, and the product subsequently expanded into a wider range of Caribbean food items and supermarket distribution.
The story is often simplified as a musician selling a sauce, but Roots already had experience making and selling food at events. The television appearance provided exposure and business support; it did not create the recipe or the brand’s cultural roots.