Levi Roots founded the British business associated with Reggae Reggae Sauce after pitching on Dragon's Den.
Levi Roots is the performing name of Keith Valentine, who developed the sauce from a Jamaican-inspired recipe. His 2007 appearance on the programme introduced the product to a large television audience and helped attract commercial attention.
The business became notable because it combined food manufacturing with a distinctive cultural brand. Reggae music, Caribbean imagery and Roots's public persona were not separate from the product; they formed part of the way the sauce was presented to customers.
Some accounts describe the television appearance as the sole reason for the brand's success, but the recipe, packaging, distribution and retail partnerships were also important. Dragon's Den provided exposure and investment discussion, while the subsequent company-building created the lasting brand.