Who created the Reggae Reggae Sauce brand featured on Dragon's Den?

Levi Roots created the Reggae Reggae Sauce brand featured on Dragon's Den.

Levi Roots developed the sauce from a family recipe influenced by Jamaican cooking. He brought the product to the BBC programme in 2007, where the pitch introduced both the sauce and the entrepreneur's distinctive reggae persona to a national audience.

The appearance led to investment from Peter Jones and Richard Farleigh. After the programme, the brand expanded through retail distribution and became one of the most widely recognised commercial Caribbean food brands associated with a Dragon's Den pitch.

The brand name and the entrepreneur's stage name are often treated as interchangeable, but they are not the same thing. Reggae Reggae Sauce is the product, while Levi Roots is the performer and businessman behind it.