Which product did Levi Roots present to the investors on the British television show Dragon's Den?

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Levi Roots presented Reggae Reggae Sauce to the investors on the British television show Dragon's Den.

Roots, whose real name is Keith Valentine Graham, appeared on the programme in 2007. He pitched a Caribbean-style jerk barbecue sauce based on a family recipe and promoted it with his reggae identity and music background.

The product was initially associated with a catchy song used in the pitch, helping make the presentation one of the programme's most memorable. Roots secured investment from Peter Jones and Richard Farleigh, and the sauce became the foundation of a much larger food and restaurant business.

The product is often shortened in conversation to “Reggae Sauce,” but its official brand name is Reggae Reggae Sauce. It was not merely a musical performance or a generic jerk seasoning; it was a branded bottled sauce.

Source: Wikipedia · fact-checked Oct. 2026

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