Which product made Levi Roots famous after his appearance on the UK programme Dragon's Den?

Reggae Reggae Sauce made Levi Roots famous after his appearance on the UK programme Dragon's Den.

The sauce is a Caribbean-style jerk barbecue sauce associated with Roots’ family recipe and musical branding. Its television exposure turned the product from a small food-business idea into a widely recognised retail brand.

Roots appeared on Dragon's Den in 2007, presenting the sauce to the investors. The pitch became one of the programme’s most memorable success stories because the product had a clear identity, an appealing origin story and potential for supermarket distribution.

The product is sometimes described generally as jerk sauce, but its canonical commercial name is Reggae Reggae Sauce. That wording matters because the brand identity is central to the story: it links the recipe to Roots’ reggae persona and distinguishes it from other Caribbean condiments.