Morning:
20°c
Johnny Depp has become, in his young middle age, like a star of the movies’ golden period
Secret deal hatched by News of the World to hush up details of phone-tapping was sealed in a tiny room at the Royal Courts of Justice
More...
Reggae singer's sauce is hot with Sainsbury's
Last updated at 13:07pm on 09.02.07Levi Roots is the singer who slayed the dragons of BBC2's business show with a reggae tune.
He convinced the millionaire investors on Dragons' Den to back his plan to produce his Reggae Reggae sauce on an large scale.
Now Roots, from Brixton, is in talks with Sainsbury's about distributing the sauce, which claims to "put music in your food". He may also have a surprise hit song on his hands.
Roots and his family have been selling Jerk Chicken and ribs using his grandmother's secret recipe barbecue sauce for several years at Notting Hill Carnival. But they only started to sell the sauce itself at last year's event.
They sold more than 4,000 bottles, inspiring the singer to take his business scheme to the TV experts.
Roots, whose real first name is Keith, has performed with James Brown and Maxi Priest and was nominated in 1998 for a Mobo award as best reggae performer.
But he said the Dragons' Den panel "looked at me like I was a madman" when he turned up with his guitar. "I don't think anyone has sung reggae music to them before. I thought they were going to get up and start dancing."
Telecoms boss Peter Jones and Australian private investor Richard Farleigh agreed to pay £25,000 each for a 20 per cent share of the business. They are helping Roots draw up a business plan and he is seeking industrial kitchens.
Discussions about a nationwide launch with Sainsbury's could even be accompanied by a chart release of the Reggae Sauce song following thousands of enquiries from viewers after Wednesday's show.
Roots said: "I'm not in this to be the next Heinz ketchup. I just want to bring the sweet, sweet flavour of reggae music to the world."
Reader views (34)
Here's a sample of the latest views published.
l loved this sauce when it first came out, was just right, but now my more recent purchases it is much hotter than it was, seems to have more hot chilli added , and is too hot for me now and l have stopped buying it.
- Ray, Hemel Hemstead , Hertfordshire
Big up Levi and his business. This just goes to show that one should pursue their dreams and fortune may just be around the corner waiting for you.
- Bob, Jamaica
Big up Levi Roots, love the sauce, my whole family crave it.... Stay prosperous...One love.
- Danny, Ilford, London
It's coming to our Sainsbury's today... I am leaving work early to get some. It's been too long since I have had the sauce.
- John, Crawley
I love Dragons Den and thought Levi was great, im looking forward to getting a bottle to try.
- Piers, West Midlands, UK
All the very best to Levi. I am sure he will do well.
He was prepared to do something unusual to catch the attention of the dragons. I still remember his pitch because he did something unusual.
Can't wait to buy my own bottle of the sauce.
- Seyi, Mitcham. Surrey
We would love to sell your Reggae Sause here in France. You are a perfect man, hope you will have a lot of succes in your life, you deserve it.
- Leif Vinter, Espere, France
Looking forward to buying your jerk chicken sauce and I'm a veggie! I'm sure you will do well.
- Hanah, Oxford
Just caught a glimpse on the News tonight and I wish him all the best. I certainly will be buying my Reggae Sauce.
- Jennifer, Crystal Palace
We loved Levis' song and pitch on Dragons Den and played it to our children Aidan(9) and Kiran(4). For days after they kept singing the song and I found myself wishing I had some Reggae Reggae sauce to add to a dish I was cooking. We will definately be buying a bottle when it comes out. Good luck to Levi - he is the sort of person that deserves to do well.
- Carolyn Baker, Chesterfield England
I had never watched Dragons Den before, my housemate convinced me to watch it with him, immediately I liked Reggae Reggae sauce and was hoping it would be available to buy.
My other housemate told me it might be in production with Sainsburys while we passed on and off the bus this morning and I'm buying some as soon as it comes out!
- Dante, Newport
After seeing Levi on the evening news I was straight on the internet to see if I could purchase some. I was disappointed to find they had stopped production due to being inundated but was happy at the same time as it means business is boomig, excellent and well done. My lips are licking in anticipation!
- Laeticia, London
I watched the show and reading the paper today I was so happy that you have had the backing. I am absolutely proud of you and your success and hope that the sauce does well, I will be buying the sauce as soon as I see it on the shelf.
Well Done!
- Geri, London
I just knew Reggae Reggae sauce was a winner. The presentation was fun and earnest. Can't wait to taste it, yum! The song with the line 'so nice you have to name it twice' has stuck in my head too! I'll buy the song, just have to. Good luck to Levi and his family.
- Sarah Edwards, UK
Such a great story. I'm so pleased for Levi Roots. He seemed like such a wonderful chap on Dragons Den. I can't wait to try the sauce. I love things like that.
- Anji, London
Well done Levi. I cannot wait to sample the sweet taste of reggae on my pork ribs. All the best for the futue and I really truly hope you succeed in what you do. I will certainly be buying up as much as I can when I see it on the shelves.
- Rico, Yateley
Well done to him.
One unanswered question so far is, is it true to the family recipe or has the corporate food market filled it with preservatives and MSG? Let's hope not as good food is more about tastes and health, than profit...
- Stephen Russell, Bristol
Levi is my uncle, we are all so proud of him, he is as genuine as he seems. When you taste the sauce you will not be disappointed. Buy the single and then buy his albums they are brilliant!
- Yvonne Scanlan, Ramsgate
I thought Levi was fantastic when I saw him on the Dragon's Den... an entrepreneur with a simple, yet appealing product. I wouldn't mind trying that Reggae Reggae sauce but we don't have Sainsbury's in the Republic of Ireland. Great catchy tune also... I was humming it for days afterwards!
- Bébhinn O'Leary, Dublin, Ireland
My daughter and I are over the moon Levi has made it to the shops, we love the song and can't wait to taste the sauce this summer - our BBQ's will never be the same. Send it to North Yorkshire as soon as possible.
- Cazz, York
Bought it last night. It's spectacularly good. Get to your local Sainsburys before the stocks run out!
- Jay, Kings Hill
As soon as I saw Levi and his Reggae Reggae sauce on The Dragons Den I knew he was onto a winner! I cannot wait to try it and hope it'll be as good as he says! Apparently, its so good he named it twice! Well done Levi!
- Georgina, Harroagte
I think it's disgusting that Levi has whetted all of our appetites for reggae reggae sauce and failed to secure adequate distribution of the delicious nectar. Levi for number 1 - both the song and the "reggae reggae" sauce!
- Joe, Bolton, UK
I'm getting married next month and I want our first dance to be to the Reggae Reggae Sauce song.
It's the best song I've ever heard. If only Bob Marley had a bit of Reggae, Reggae Sauce, he might have been even bigger.
Good luck Levi.
- Pete, Barnsley
I haven't even tasted Reggae Reggae Sauce and I love it already! An excellent and entertaining pitch to the dragons, certainly made my day. Best of luck for the future Levi.
- Keith, Bromsgrove, UK
He needs an advert, the song is simply amazing.
Reggae Reggae Sauce what a Ledgend!
One Love Levi!
- Jarva Roots, Cardiff
Good on you Levi - a genuine person with a genuine product. Where can we buy some?
- Kj, Bath England
I can hardly wait till summer BBQ season, top of my shopping list is a bottle of Reggae Reggae sauce!
- Bob, Scotland
What a really great person. Hope his Reggae Reggae sauce will soon be in all the shops!
- Fred, Colchester UK
I thought Levi Roots was very charming on Dragons Den and was so chuffed when he got the deal against the odds.
Can't wait to hear the release and see him finally acheive the recognition he deserves!
I've bought my bottle.
Can't wait to taste it
One Love.
- Spread The Love, London
I want the Reggae Reggae song as my ring tone it was amazing!
I Need Reggae Reggae Sauce!
- Adam, Exmouth, Devon
I think the reggae reggae sauce bottles should come with coupons for some of his albums!
Roots for life!
- Zapdude, West Sussex
I shop at Sainsbury's and I agree with Simon - good luck to Levi and I will keep checking the shelves!
- Dave Bristol, Bristol, England
I congradulate Levi on his excellent pitch on The Dragons Den, his enthusiam was infectious and his product was a spicy hit with the dragons. Good luck Levi.
- Simon Hanley, Hanworth
