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Levi Roots sells his Reggae Reggae Sauce to the Dragons

Last night was a busy night on UK TV. While flipping back and forth between the England vs. Spain friendly football game and the first night of the fourth Dragon's Den series on the BBC, we were lucky enough to have caught Reggae singer/songwriter/producer Levi Roots pitching his Reggae Reggae Sauce to the Dragons.

In case you're not familiar with the Dragon's Den it's a weekly, hour long program with five successful entrepreneurs on the panel who determine whether or not they want give the potential partner the money that they request in return for a percentage of their business. Sometimes this can result in cringe worthy viewing as many people who think they know what they're doing, oftentimes get stripped down and made to look the fool if they don't know their figures.

Levi Roots had an original entrance to the Den as he walked up the stairs singing and playing his guitar to the catchy Reggae Reggae Sauce jingle that's still going around my head today. He was able to walk away with the £50,000 that he requested to manufacture his spicy and jerk Reggae Reggae Sauce.

The two Dragons that went in on the deal were Peter Jones and Richard Farleigh who together will receive 40% of the company's shares. Not a bad deal considering Levi (Keith) has been using his own kitchen to manufacture the sauce - with most sales made at the Notting Hill Carnival.

Watch the video of Levi Roots pitching his Reggae Reggae Sauce on Dragon's Den:

Later the Dragons found a glitch in some of Levi's figures, but in the end everything worked out for the best!

I've just entered a competition to win a bottle of the sauce, because I can't wait for it to arrive in stores. The last time I had proper Jerk Chicken was when I was in Negril, Jamaica and I'm looking forward to trying Levi's Reggae Reggae Sauce. I just love saying that!

Reggae Reggae Sauce Website
Dragon's Den on the BBC

By: Jenny May

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  1. 11 Comment(s)

  2. By Pip McCann on Feb 10, 2007 | Reply

    Is anyone planning to promote and release Levi's song? I think the nation would take him to their hearts as he just OOZES "nice guy"! in this day and age of manufactured talent and So called "X-factor" well.. Levi has it all doesn't he? lets get him in the charts!!

  3. By bandweblogs on Feb 10, 2007 | Reply

    I agree! It would be great to hear his voice in the charts. Especially if he makes his song available via download...then anything could happen!


  4. By Katy on Feb 12, 2007 | Reply

    That Song has been in my head all week. Big up levi!!

  5. By Simon Barnes on Feb 14, 2007 | Reply

    Get his song in the charts and his sauce in the shops.

  6. By sik on Feb 18, 2007 | Reply

    i knw him he lives in my street!!

  7. By Jo. Ceeza on Feb 18, 2007 | Reply

    Hi all.
    Thank you for your support.
    Levi WILL be releasing the Reggae Reggae Sauce song, it has already been recorded earlier in the week and will avaliable to download by the end of next week.

    I hope you all have purchased your Reggae Reggae Sauce or Album Cd online, if not, go copthat there going like HOT cakes! If not its only a couple more weeks till its in the shops
    Thank you all from the family
    Jo. Ceeza (His Daughter & Secretary)

  8. By bandweblogs on Feb 18, 2007 | Reply

    Hi Jo. Ceeza -

    Thanks for the update!

    That's great news and hopefully everyone will help to get Levi Roots in the charts with his Reggae Reggae Sauce song - and of course buy his sauce!

    xx Jenny May

  9. By Sexy Hunk on Feb 22, 2007 | Reply

    I Luv Levi Roots and his sauce

  10. By Sionide on Mar 7, 2007 | Reply
    Reggae reggae sauce hits Sainsburys! And he's selling the single for charity. This is a great example of when the Dragon's Den works out nicely...

  11. By bandweblogs on Mar 7, 2007 | Reply

    Sionide - thanks so much for that update and the link to the BBC!! What a great picture of Levi! I can't wait to buy Reggae Reggae Sauce ... looks like I didn't win the competition. Oh well. :-)
    Now that it's going on the shelves, doesn't matter!
    x Jenny May

  12. By Shakka K on Mar 6, 2008 | Reply

    Yummmmmy Two new ones are out! Anyine seen Love Apple which is a spicy tomto ketchup with no Apples!?!? Delicious, Sainburys has em.

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