Which product did Levi Roots pitch when he secured investment on the BBC programme Dragons' Den?

Levi Roots pitched Reggae Reggae Sauce when he secured investment on the BBC programme Dragons' Den.

The sauce was developed from a family recipe and became associated with Roots’ performances at festivals and food events. His 2007 television pitch introduced the product to a national audience and led to a deal with Peter Jones and Richard Farleigh.

After the programme, the brand expanded beyond its original sauce into a broader range of Caribbean-inspired food products. Its name also reflects Roots’ musical career and reggae identity, which were central to the product’s memorable packaging and marketing.

A common mix-up is to describe the pitch simply as a “jerk sauce.” Although the product draws on Caribbean flavours and is often discussed alongside jerk cooking, its established commercial name is Reggae Reggae Sauce. The answer is therefore the brand name shown in the pitch and used in the subsequent retail business.