Levi Roots created the Reggae Reggae Sauce brand after appearing on BBC's Dragon's Den.
Roots, whose real name is Keith Valentine Graham, is a British-Jamaican musician, chef and entrepreneur. He presented his sauce on Dragon's Den in 2007, seeking investment to expand production and distribution.
The pitch became one of the show's most memorable business stories. Peter Jones and Richard Farleigh offered investment, and the resulting brand expanded from a sauce into a wider range of Caribbean-inspired food products and merchandise.
The name can cause confusion because “Levi” is also associated with Levi Strauss, the clothing company. They are unrelated. Reggae Reggae Sauce is connected to Roots' music and Caribbean identity, while Levi Strauss concerns denim and apparel.