Levi Roots created the food product Reggae Reggae Sauce, which he famously pitched on Dragon's Den.
Levi Roots is the stage name of Keith Valentine Graham, a Jamaican-British reggae musician, chef and entrepreneur. His sauce is a Caribbean-style jerk barbecue sauce that became the foundation of a wider food brand.
Roots appeared on Dragon's Den in 2007 and presented the sauce while also performing music. The pitch became one of the programme's most memorable because it combined a distinctive product, a strong personal brand and a clear connection to Caribbean food culture.
The phrase “Reggae Reggae Sauce” refers to the product and brand, while Levi Roots refers to its creator and public figure. The sauce later expanded into a range of Caribbean food products. The pitch is often cited as an example of Dragon's Den helping introduce a small food business to a much larger audience.