Which product did Levi Roots pitch to investors on the 2007 series of Dragon's Den?

Levi Roots pitched Reggae Reggae Sauce to investors on the 2007 series of Dragon's Den. The Caribbean-style sauce was based on a recipe associated with Roots’s family.

The televised pitch brought Roots and the product to a national audience. Peter Jones and Richard Farleigh invested, and the business expanded from a small food venture into a widely distributed branded range.

The name “Reggae Reggae” reflected Roots’s musical identity as well as the product’s Caribbean associations. The brand later extended beyond its original sauce into other food products and became one of the most recognisable businesses linked with the programme.

The pitch is often remembered as a Dragon’s Den success story, but the television investment was only the beginning of the commercial work. Manufacturing, distribution, packaging and supermarket listings were all important to turning the deal into a large consumer-food business.