Reggae Reggae Sauce is a Jamaican jerk spice, popularised by creator Levi Roots’ appearance on BBC2’s Dragons’ Den
Founder: Levi Roots
Website: www.reggae-reggae.co.uk
Jamaican-born Levi’s fortunes have gone stellar since appearing on Dragons’ Den in 2007. Fluffing his figures during the pitch wasn’t enough to put off investor Peter Jones who has helped transform the former MOBO Awards nominee’s range of sauces into a brand juggernaut.
Sales in Sainsbury’s gave the leading ketchup brand a run for its money last year, Jones claims, and licensing deals have since been done with high street food outlets such as sandwich chain Subway and pub company JD Weatherspoon.
Levi remains the most famous entrepreneur to have ever pitched to the Dragons and is now a regular face on the business speaker circuit in addition to the reggae music scene.
