Who pitched Reggae Reggae Sauce on Dragon's Den?

Levi Roots pitched Reggae Reggae Sauce on Dragon's Den.

Roots, whose real name is Keith Valentine Graham, appeared on the British programme as a musician and entrepreneur seeking investment for his Caribbean-inspired sauce. His memorable presentation helped turn the product and its founder into one of the show's best-known success stories.

The pitch led to a £50,000 investment from Peter Jones and Richard Farleigh in exchange for a 40% share of the business. Reggae Reggae Sauce was subsequently developed into a wider food brand, with products distributed through major retailers. The pitch is often cited as an example of Dragon's Den increasing public awareness of a product even beyond the direct investment.

Levi Roots had already built a public identity through music and Caribbean culture before the pitch. His Dragon's Den appearance connected that identity with a scalable consumer-food business. The brand's name is sometimes shortened in casual discussion, but the product presented on the programme was Reggae Reggae Sauce.