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In January 2007 Levi Roots was invited on to the BBC show Dragons’ Den where he famously sang about the virtues of his Reggae Reggae Sauce and became, without doubt, the most famous participant on the show. Two of the Dragons, Peter Jones and Richard Farleigh, invested in the project and a rollercoaster journey began.
After the show, Sainsbury's agreed an exclusive distribution deal and within 6 weeks the sauce was on shelf and the demand was incredible. The product sold as soon as it was available and for a few weeks Reggae Reggae Sauce was out selling even the brand leader. The sauce is now stocked by all of the major retailers and the Levi Roots brand has been extended across a range of other products.
The brand stretches from sauces to snacks and from chilled ready meals to soft drinks. Levi tests every product and only recipes that match his high standards are approved. The famous green, yellow and red of the packaging combined with the guitar arm and silhouettes of Levi himself have become the marks of Caribbean cuisine in the UK.
Levi is still passionate about the food and drinks sold under the brand name and his aim is the same as his original pitch on TV all those years ago when he encouraged the Dragons to…
“Put some music in your food”