Levi Roots presented Reggae Reggae Sauce on the British TV show Dragon's Den.
Roots appeared on the programme in 2007 and secured a £50,000 investment from Peter Jones and Richard Farleigh in exchange for a 40% stake in his business. The sauce was based on a family recipe and was promoted with a reggae-inspired brand identity.
The appearance became one of the programme's best-known success stories. After the broadcast, the sauce entered major UK supermarkets and Roots expanded the brand into a wider food business, including Caribbean restaurants and cookbooks.
A common mix-up is the identity of the investing Dragons: the deal was not made by every Dragon on the panel, and Roots is the entrepreneur rather than the sauce's product name.