Levi Roots, Business Idol!

Levi roots hit our screens in 2006 on the BBC program Dragons Den.

He instantly won the hearts of the dragons with his guitar, song, steady business attitude and charismatic smile. Although figures were slightly muddled during his pitch he won over the hearts of Peter Jones and former dragon Richard Farleigh offering £50,000 for 40% of the company. 


Reggae Reggae sauce is a Barbeque jerk sauce. From my knowledge (I don't usually buy the sauces) he also has a range of marinades, relishes and i think nibbles (nuts and crisps)


Since his premier appearance he has gone on to be a multi-millionaire!! Not something that many  people on Dragons' Den can claim! He has written a handful of cookbooks, appeared on more television programs, stared in and wrote a music video and had his own cooking show.

Like I mentioned earlier, it's a product that I don't often buy and I never see anyone else buying it! However it must be doing well in order to maintain it's shelf position in over 600 Sainsbury's stores. 
I have had the sauce on 2 occasions, 1 while camping and I can't even begin to remember what it tasted like or what it was used for! And the other I bought a "squeezy" bottle of reggae relish. Once again no idea what it was used for, but i remember not liking the taste of it!


As shown last night on BBC The Apprentice, where the teams were asked to produce a new condiment, that market is over-crowded. I sat wandering how they were going to squeeze themselves into the already plentiful variety out there. Levi Roots was lucky, his sauce was unlike anything currently on the market at that time. Since it's appearance, other similar sauces have been introduced to our shelves, proving that the market is not only impossible to get into but also very cut-throat. 


Hats off to you Levi. No other business man out there walks around in a suit with dreadlocks down to their waist!! Yea man!