Which product did Levi Roots pitch to the dragons on the UK show Dragon’s Den?

Levi Roots pitched Reggae Reggae Sauce to the dragons on the UK show Dragon’s Den.

The sauce is a Caribbean-style cooking sauce associated with Jamaican flavours, music and branding. Roots presented the product on Dragon’s Den in 2007, seeking investment to expand its production and distribution.

The pitch became especially memorable because Roots performed during the presentation. The exposure helped turn a relatively small food business into a nationally recognised brand, and the product subsequently entered mainstream retail distribution.

Reggae Reggae Sauce is sometimes described generically as jerk sauce, but that is not its specific product name. Jerk refers to a Jamaican style of seasoning and cooking, whereas Reggae Reggae Sauce is the branded product Roots presented. The television pitch also helped establish Levi Roots as the public name connected with the business.