Levi Roots of Reggae Reggae sauce is arguably the most recognizable character to ever appear on Dragons’ Den and the founder of one of the most prosperous businesses to date.
Roots was a memorable figure with a brilliant business plan and a catchy tune, but what became of the company?
What happened to Reggae Reggae sauce on Dragons’ Den?
In 2007, Roots began his presentation with a memorable guitar song about his passionate company.
While learning how to cook from his grandmother in Jamaica in the early 1970s, the Reggae Reggae Sauce narrative began.
Roots first entered the Den in search of a $50,000 investment for his handmade Caribbean cooking sauce in exchange for a 20% stock stake in the business.
After a fatal calculation error, the pitch initially got off to a rocky start, but there was still hope for the musician.
While some of the Dragons didn’t think Reggae Reggae sauce had a future, Wokingham-born Jones saw promise in the business and made an offer.
“I adore extreme challenges, and after ten minutes of sitting here, I can’t believe that for the first time ever, I’m genuinely perspiring,” remarked Jones.
I’m unsure if what I’m about to say is the cause or whether the sauce I just consumed.
Jones made Roots an offer of $25,000 for 20% equity, which was less than half of what Roots had initially demanded but with the same ownership percentage.
Entrepreneur Richard Farleigh demanded 20% stock in order to grant Roots the whole $50,000.
He would have to give up 40% of his company rather than the initial 20% if he got the entire amount of the sought money.
Roots stated: “That contract isn’t ideal for me, but I think it will be amazing for us and the sauce, so I would gladly accept.”
Following the performance, major retailer Sainsbury’s decided to offer the sauce exclusively, and within six weeks it was in high demand.
All of the major retailers now carry the sauce, and the brand has now been expanded to include a number of other goods. According to Sainsbury’s, the sauce even outsells Heinz Tomato Ketchup.
Then, in December 2015, Levi built his first franchise restaurant at Westfield Stratford City; regrettably, it closed in 2019.
Is Peter Jones still involved in Reggae Reggae Sauce?
The multimillion pound company still counts Peter Jones as an active partner, according to his official website.
It is not surprising that Peter Jones, whose estimated net worth is $500,000,000, has contributed to the success of Reggae Reggae sauce.
What components make up reggae reggae sauce?
Tangy Jerk BBQ marinade and sauce with allspice, scotch bonnet peppers, and herb blend. My life began in a small Jamaican town called Content, where my grandmother taught me how to blend Caribbean flavors and where I first fell in love with reggae music.
What is the price of reggae reggae sauce?
Yet Levi has achieved success in other places. In 2008, he released the Levi Roots’ Reggae Reggae Cookbook. More recently, he debuted his own reggae program on BBC Radio 2.
At one point, a movie was envisioned to depict Levi’s remarkable journey from his early years in Jamaica without shoes to his age 11 immigration to Britain and nine years in prison for drug offenses before turning his life around and creating a Caribbean food and beverage empire.
With a current net worth of $45 million, Reggae Reggae Sauce has collaborated on products with brands including Subway, Domino’s Pizza, and Birds Eye.
Is Reggae Reggae Sauce available in Australia?
Here, the first two sauces are:
- Reggae Reggae Sauce original the renowned sauce created by Levi Roots. This jerk/bbq sauce is made with Caribbean herbs, Scotch bonnet peppers, and allspice. Use as a marinade or on the side of everything.
- Hot Reggae Sauce X-Hot
- a spicy, tangy, and herb- and allspice-flavored Caribbean BBQ sauce. Even though it has a more fiery lick, it still has the same flavor as the original Reggae Reggae Sauce. Use it as a meat marinade or try generously sprinkling it on the side of virtually anything.
Reggae Reggae Sauce: who creates it?
AB World Foods, a part of Associated British Foods, produces Reggae Reggae Sauce.
Despite Roots’ declaration that he intended his sauce to be produced in the UK, in March 2007 production shifted from Wales to Poland.
The sauce was first only sold at Sainsbury’s supermarkets, but it is now available in numerous supermarkets around the UK and Ireland. According to a follow-up Dragons’ Den program that aired on July 18, 2007, Sainsbury’s had anticipated that the sauce would sell 50,000 bottles in its first year, but it actually sold 40,000–50,000 bottles every week. 
Roots introduced “Love Apple Tomato Sauce” and “Fiery Guava Dipping Sauce” in the first half of 2008 in the same vein as Reggae Reggae sauce.
[Reference needed] In June 2008, a cookbook titled Reggae Reggae Cookbook was published. Later, “Reggae Reggae Tomato Ketchup” was given to the formerly known “Love Apple Tomato Sauce.” [Reference needed]
The sauce is available on a number of menu items at Hungry Horse and the pub franchises Slug & Lettuce and Scream.
[Reference needed] Birds Eye introduced chicken Chargrills in Reggae Reggae Sauce in July 2009. [Reference needed]
The launch of Reggae Reggae Peanuts and Cashews in the summer of 2010 expanded the product line to include snacks. The original Reggae Reggae Sauce and seasonings are used to coat these peanuts. A line of Caribbean ready meals with Reggae Reggae flavors was then introduced. 
The Morrisons supermarket announced in September 2010 that it would be stocking a variety of Levi Roots sandwiches.
A limited-edition “Reggae Reggae Pizza” featuring a combination of toppings and the Reggae Reggae sauce was introduced by Domino’s Pizza in the UK in April 2011.
 KFC introduced a Reggae Reggae box meal in 2012. 
The product line has grown to include items like Levi Roots Jamaica Ginger Cake and Levi Roots Caribbean Crush beverage, both of which are available in popular UK supermarkets.
Reggae Reggae Sauce’s shelf life
Ingredients in bold are allergies, such as Cereals containing Gluten. may also include nuts and peanuts. Barley: Contains nuts; potential allergens Peanuts – May Include
Despite our best efforts to ensure the accuracy of the product information on our website, both our products and the recipes that go with them are always subject to change. Consequently, you should always read the labels of products and not just rely on the information provided on this website. There can be customer quotas.
Where did Levi sell his sauce initially?
Levi Roots has so many characteristics that it would be understandable if you were unsure of which category to place him in.
Levi Roots looks back on more than a decade of success with Reggae Reggae Sauce, from playing on the streets of London to selling out Sainsbury’s.
Levi, a 59-year-old entrepreneur and wildly successful businessman who was born Keith Valentine Graham in Jamaica in 1958, is also a parent and a singer who has combined his love of food and music to produce a product that has greatly benefited him.
He spoke and participated on a panel at the North East LEP meeting in Newcastle on Friday, January 26. And in typical Levi fashion, he blared out his catchy Reggae Reggae Sauce song as he entered the stage.
His style was slick but had an unusual feel to it; his hair was in authentic Jamaican dreadlocks. He was wearing a wine-colored suit with a quirky paisley tie, and his fingers and wrists were thickly encrusted with heavy rings and chains.
He joins us to talk about his wildly successful business venture, past, present, and future, with a strong Jamaican accent.
How did it all start, then? Well, in the early 1990s, Levi started selling his renowned sauce during the Notting Hill Carnival in London. When he was only 11 years old, he left his hometown of Clarendon, Jamaica.
He had previously been brought up by his grandmother when his parents were residing in London. One can conclude that Levi’s grandmother was instrumental in his success: “My grandmother’s original recipe served as the foundation for my adaptation. Hers was scorching hot!
He chuckles: “I was aware that many in the UK could not tolerate that level of spiciness and only desired the flavor.
Levi dialed up the sauce’s heat while maintaining its authentic Caribbean flavors because it was obviously too intense for an international market (I see it as being like the Jamaican version of wasabi and start sweating just thinking about it).
After many years of selling his goods at this yearly festival, he garnered quite an audience doing so during the Notting Hill Carnival. However, a chance encounter at a food trade fair would forever alter his life.
He was discovered by a BBC producer, who ultimately helped him succeed. Levi was encouraged to apply to Dragons’ Den, but he had little interest in doing so: “I resisted doing a search.
“I hadn’t watched the show, and I had no idea that you had to make a proposal to someone like Peter Jones! Then, once it had broadcast, I declared that I didn’t want to view any clips.
But surely everyone is aware of how Levi’s pitch turned out. He was admired for wooing Richard Farleigh and Peter Jones with his Reggae Reggae Sauce song. Jones and Farleigh were drawn to his persona as much as his product.
And Levi lists this as one of the essential elements for creating a successful company: “Don’t sell the sauce; sell yourself, counseled my mentor.
He sold his two loves, music and cuisine, by displaying his identity, and transformed himself into a personable businessman.
The next challenging step after obtaining 50k from the two Dragons was getting it stocked in Sainsbury’s: “Getting the first order was really difficult.
“In my kitchen, I was still preparing [the sauce]. I was aware that Justin King, the most significant person in business at the moment, was not going to wait.
Levi had to switch from producing 65 bottles of reggae reggae sauce daily with his children in his kitchen to 250k bottles in bulk “quickly to be stocked in the network of supermarkets. What was his secret?
“It’s all about shelf space, therefore something had to be removed in order to place Reggae Reggae Sauce in the eyeline. It was quite difficult. The buyer claimed it was a craze that wouldn’t last more than six months. But that happened eleven years ago!
Levi then demonstrated his talent by defeating Heinz Tomato Ketchup, one of the game’s best players. Within three weeks, his sauce in Sainsbury’s sold out, outperforming all rival products.
Now, some of you might be thinking that the taste would not be as good given the amount required. For this one, Levi swallowed his ego: “You’re going to have issues with your business if you don’t accept it. That was something I was well aware of and at ease with.
“But it was challenging. I was concerned that our people wouldn’t notice the change, but they didn’t – everything turned out just right!
Even after 11 years, the tale of Levi is still told. He acknowledges that he is tremendously humbled to have made it this far and to have the opportunity to lecture in colleges and universities about business and entrepreneurship to the next generation.
But we had to inquire: “Why didn’t you use your real name when marketing your goods instead than Levi Roots? He chuckles and responds in jest: “I never imagined hearing, “Ladies and gentlemen, allow me to introduce you to Keith!”
Jokes aside, the motivation is very private: “According to a report I read, slavery caused 99 percent of Jamaicans to adopt Scottish names; you simply adopted your master’s name.
“I created the name Levi to help me feel confident in my own flesh. It’s a brand that I developed during my time spent playing music. It began when I finished school. Being Keith never felt natural to me.
Despite the name change, Levi hasn’t changed at all; he claims that’s all you need to be to succeed.
He now has eight novels to his credit, a career in music, lucrative commercials, and even his own “Rastarants,” serving authentic Caribbean cuisine.
Two years ago, the first location opened in London, and who knows, maybe the North East will receive its own location someday “I enjoy Newcastle. He jokes that a rastarant would arrive soon: “The next area of attention is a national network of Caribbean eateries.
And if you’re wondering how frequently Levi gets to visit his home country: “I do! I constantly return for inspiration. when you want to choose something at random. it is circulating. To find it, you need to be in a favorable location.
Levi Roots can be seen in the current season of Death in Paradise on the BBC.
On January 26, the Scaleup North East event took place in Newcastle. The initiative works with companies who have the potential and motivation to grow significantly by 2021.
The Scaleup Program is driven by the requirements of an individual’s business, and mentors devote time and money to assisting with business expansion and growth. Here is where you may find more details.
What is the Dragons Den product with the highest sales?
This portable whiteboard roll was created with an initial investment of $100,000 from Deborah Meaden and Theo Paphitis, and it quickly gained popularity.
Neil and Laura Westwood, a husband and wife team, developed the Magic Whiteboard, which has now been the two Dragons’ most lucrative venture.
The two have enjoyed great success since the show and have even purchased their shares back from Meaden and Paphitis, who gave them a return of 800,000 from the original 100,000.
All Ryman stores, Sainsbury’s, Viking Direct, and online merchants now carry the board.