Levi Roots pitched the Reggae Reggae Sauce business on BBC Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He presented his jerk barbecue sauce on Dragon's Den and secured investment from Peter Jones and Richard Farleigh. The television appearance helped turn a product associated with Caribbean cooking into a widely recognised British food brand.
Roots had already sold sauce at events, including the Notting Hill Carnival, before appearing on television. The brand later expanded beyond the original sauce into other food products and restaurant activity.
A common mix-up is treating “Reggae Reggae Sauce” as the entrepreneur's name. The sauce is the product; Levi Roots is the performer and founder associated with it. His music career and Jamaican heritage are central parts of the brand's public identity.