He had arguably one of the most memorable pitches ever seen in the Den - now Levi Roots says he's had the "last laugh" at those who mocked his bestselling sauce for having "little hope".
The Dragons' Den star won hearts and two investments when he serenaded the likes of Duncan Bannatyne and Deborah Meaden for £50,000 for his "so nice I named it twice" Reggae Reggae.
But 16 years on, the jerk sauce has gone on to become a British supermarket staple - even outselling Heinz - while the businessman, whose real name is Keith Graham, has amassed a £30million fortune.
