Levi Roots received investment for Reggae Reggae Sauce after appearing on BBC Dragons' Den.
Levi Roots, whose real name is Keith Valentine Graham, is a Jamaican-British musician, chef and entrepreneur. He pitched his jerk barbecue sauce to the Dragons in 2007. The product had been developed from a family recipe and was already associated with his music and Caribbean cooking.
Peter Jones and Richard Farleigh offered investment in the televised pitch. The deal helped turn Reggae Reggae Sauce into a nationally distributed food brand, and Roots went on to expand the business into a broader range of sauces, marinades and related products.
The story is often remembered as one of the programme's most successful food pitches. The sauce's name is sometimes written without the repeated word, but the established brand name is Reggae Reggae Sauce. Roots also continued working as a performer, making his success a notable example of a musician becoming a food entrepreneur.