Startups 20: Levi Roots Reggae Reggae Foods
The Levi Roots story“Put some music in my food for me, and give me some Reggae Reggae Sauce, hot Reggae Reggae Sauce. It’s so nice I had to name it twice, I call it Reggae Reggae Sauce, hot Reggae Reggae Sauce, put some Reggae Sauce on your lips.”In 2008, after singing those words to a panel of stony-faced entrepreneurs on Dragons’ Den, Levi Roots launched himself into the public consciousness and onto supermarket shelves up and down the country. Today, Reggae Reggae Foods remains one of the most successful businesses to ever appear on the BBC show, and now has a product range that includes numerous table and cooking sauces, seasonings, snacks, and soft drinks. Roots himself has become one of the UK’s most well-known entrepreneurs, with regular appearances on TV, and as a public speaker. In 1991, he combined his passion for food and music to open the Rasta’raunt, a hugely popular annual fixture at Notting Hill Carnival.