Levi Roots created the Reggae Reggae Sauce brand that received investment on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his jerk barbecue sauce on the programme in 2007. The sauce was based on a family recipe and was linked to Caribbean cooking, reggae music and Roots's performing persona. His pitch helped turn a small food idea into a widely recognised British brand.
Peter Jones and Richard Farleigh invested £50,000 for a combined 40% stake in the business. The product was later marketed through supermarkets and expanded into a range of Caribbean-inspired foods and drinks.
The name Levi Roots can refer both to the musician and entrepreneur and to the brand associated with him. The business is commonly remembered as one of the programme's strongest success stories, but the televised investment was made in the sauce company, not simply in Roots's music career.