Levi Roots pitched Reggae Reggae Sauce on the UK television programme Dragon's Den.
Levi Roots, the stage name of Keith Valentine Anderson, presented his Caribbean-style sauce on the programme in 2007. The pitch became one of Dragon's Den's best-known success stories because it combined a distinctive food product, a memorable personal brand, and a clear connection to Roots's musical and Caribbean heritage.
Roots is a Jamaican-British musician, chef, author, and entrepreneur. His appearance helped turn the sauce from a market-stall product into a nationally recognised brand, with later expansion into additional food products and retail distribution.
This question asks for the entrepreneur, not the Dragon who agreed to invest. The televised negotiation involved Peter Jones and Richard Farleigh, who offered investment in exchange for equity. That distinction matters because the product's founder and its investors are often both mentioned in accounts of the pitch.