Content available for download:
Levi Roots began making Reggae Reggae sauce in his kitchen and shot to fame and fortune after appearing on Dragons Den in 2007. Levi began making his sauce in his kitchen and sold it at the Notting Hill carnival, now Reggae Reggae sauce has made it onto the shelves of many popular supermarkets, into a cookbook and now onto the topping of a brand new Domino’s Pizza.
After a £50,000 investment from Peter Jones and Richard Farleigh, Levi’s business is now estimated to be worth £30 million. Despite the recession, Levi has continued to thrive and still puts the music into his cooking.
The main ethos behind Levi’s business is putting music into food – in a former life Levi has performed with James Brown and Maxi Priest and was nominated for a MOBO award in 1998. Levi released the song he sang on Dragon’s Den for Comic Relief in 2007 which was called ‘Proper Tings, Reggie, Reggie Sauce Song’!
Levi Roots is a true rags to riches tale – after appearing on Dragons Den in 2007 he shot to fame and fortune and despite the recession has managed to create a business worth an estimated £30 million. He loves to put the music into food and his famous Reggae Reggae sauce is now the topping of a brand new pizza.
So, what is the secret to success?
Joining us to discuss this further is the man himself, Levi Roots.
What have you been doing since Dragon’s Den?
So, what are the ingredients of the brand new Reggae Reggae Pizza?
Why are we such a nation of pizza lovers?
Why do you think it is so important to cook with music?
How have you managed to thrive in the recession?
Have you got any advice for small business owners or entrepreneurs?
Where can we find out more information?
