Levi Roots founded the British company Reggae Reggae Sauce after appearing on Dragon's Den.
Roots, whose real name is Keith Valentine Graham, presented his Caribbean-style sauce to the Dragons in 2007. The pitch became one of the programme’s best-known success stories, and Peter Jones and Richard Farleigh agreed to invest in the business shown on screen.
The product was subsequently marketed under the Reggae Reggae brand and expanded beyond the original sauce. Roots became closely associated with the brand’s music-inspired identity, Caribbean flavours and colourful packaging. His television appearance helped turn a small food venture into a widely recognised British consumer brand.
A common confusion is to treat “Levi Roots” as only a company name. It is the stage name of the entrepreneur who created the brand. The investment also belongs to a particular 2007 episode, not to the launch of Dragon's Den itself.