Levi Roots
The recipe for business success
“Put some music in your food”
Dragons Peter Jones and Richard Farleigh invested in the project and a rollercoaster journey began.
Sainsbury's agreed an exclusive distribution deal and within 6 weeks the sauce was on shelf and the demand was incredible. In the first few weeks, Reggae Reggae Sauce was outselling even the brand leader. The sauce is now stocked by all major retailers and the Levi Roots brand stretches from sauces to snacks and from chilled ready meals to soft drinks.
Levi tests every product and only recipes that match his high standards are approved. The instantly recognisable colours combined with the guitar arm and silhouettes have become the marks of Caribbean cuisine in the UK.