Levi Roots founded Reggae Reggae Sauce, the Dragon's Den business associated with him.
Roots, whose real name is Keith Valentine Graham, presented the sauce on Dragon's Den in 2007. The product was based on a family recipe and combined his musical identity with a Caribbean food brand. His pitch became one of the programme's most widely remembered business stories.
Following the television appearance, the brand developed into a broader food business under the Reggae Reggae name. The story is often cited as an example of how television exposure can help an entrepreneur move from a small-scale product to national retail distribution.
A common mix-up is to name one of the investing Dragons as the founder. The Dragons supplied potential finance and expertise; Levi Roots was the entrepreneur who created and presented the brand.