Which product brand did entrepreneur Levi Roots pitch on Dragon's Den in 2007?

Levi Roots pitched the Reggae Reggae Sauce brand on Dragon's Den in 2007.

Roots, whose real name is Keith Valentine Graham, appeared on the British programme with his Caribbean-style sauce. His presentation combined a food product with reggae-themed branding and his experience as a musician and chef, helping make the pitch one of the show's most memorable.

The appearance led to investment discussions and helped bring the sauce to a much larger commercial audience. The brand later expanded beyond its original sauce into a wider range of Caribbean-inspired food products.

People sometimes remember the pitch simply as “Levi Roots,” but that is the entrepreneur's stage name rather than the product name. The canonical product answer is Reggae Reggae Sauce. The brand is also associated with the song “The Reggae Reggae Sauce,” which Roots used in promotional material.