Levi Roots created the Reggae Reggae Sauce brand that appeared on the BBC television show Dragon's Den.
Levi Roots is the professional name of Keith Valentine Graham, a Jamaican-British musician, chef and entrepreneur. He developed the sauce from Caribbean jerk-seasoning traditions and sold it at events before presenting the business to the dragons.
His 2007 appearance became a defining moment in the brand's history. The pitch combined a food sample with music and storytelling, reflecting Roots's career as a reggae performer. Peter Jones invested £50,000, and the product subsequently entered major supermarket distribution.
The brand's name is sometimes shortened to Reggae Sauce, but Reggae Reggae Sauce is the established product name associated with the Dragon's Den pitch. Levi Roots is also the name used for the entrepreneur and performer, not the name of a separate company or recipe.