Levi Roots pitched Reggae Reggae Sauce on the BBC programme Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a British-Jamaican musician, chef and entrepreneur. He became widely known after presenting his jerk-style barbecue sauce to the dragons in 2007. The pitch connected his musical identity with a food product inspired by Caribbean flavours and family cooking.
Roots received investment from Peter Jones and Richard Farleigh. The television appearance gave the product substantial exposure and helped establish the Reggae Reggae brand in the British food market. It also became an example frequently cited when discussing how television can accelerate a small consumer brand.
The name “Levi Roots” is the answer rather than Keith Graham because the programme and the product brand use his public stage name. This is a named-entity fact, not a description of the sauce or the deal terms.