Dragons' Den (reggae reggae)sauce hits shelves

LadyDay · (#1 (**permalink**))

http://news.bbc.co.uk/1/hi/uk/6424021.stm

Dragons' Den sauce hits shelves

The sauce is based on an old family recipeA chef who sang to impress investors on BBC Two's Dragons' Den has said his supermarket deal is a "dream come true" as his sauce hits the shelves.
Levi Roots, who was nominated for best reggae singer at the 1998 Mobo awards, persuaded TV entrepreneurs to invest £50,000 in his sauce-making business.
His Reggae Reggae Sauce is now on sale in 600 Sainsbury's stores.
Mr Roots, from Brixton, south London, said events since appearing on the show had been "amazing and life changing".
"The deal with Sainsbury's is a dream come true for me and my family, and seeing the sauce on the supermarket shelves is an emotional but enjoyable moment," Mr Roots added.
Dragons' Den judges Peter Jones and Richard Farley each paid Brixton-based Mr Roots £25,000 in return for a 20% stake in his company.
Record
Mr Jones said: "Levi is a great guy and he's created a great product which he is passionate about.
"I am sure this deal with Sainsbury's will be the first of many fantastic milestones on the way to business success and making his dreams a reality."
The sauce - an old family recipe - will initially be sold at more than 600 Sainsbury's stores for six months. The supermarket will also sell Mr Roots' record Proper Tings (The Reggae Reggae Sauce Song).
The sauce was previously only available on Mr Roots' website or at the annual Notting Hill Carnival.
Sainsbury's buyer Nick Paddison said the chain had been hugely impressed with the product.
"It fits perfectly with our ethos to encourage customers to try something new and our desire to help nurture smaller, niche suppliers, so we have pulled out all the stops to make it available in stores as quickly as possible," he said.

Vezz. · (#2 (**permalink**))

clp)

I watched the episode when he got the backing, when Theo asked him if Levi Roots was his real name, and he said "No, my real name is.....Keith!". If you've seen it you'll know what I mean.

Still think he should've asked for more, though.....

Melissa · (#3 (**permalink**))

Good luck to him!

Le Moor · (#4 (**permalink**))

Yeah good luck to him even though he did come over a bit golly banking.

Bacoo · (#5 (**permalink**))

I cant wait to see the TV commercial!!

Kibibi · (#6 (**permalink**))

Didn't see the show, but congratulations to him.

I don't shop in Sainsburys so haven't passed the sauces, anyone had a taste?

Vezz. · (#7 (**permalink**))

I'll buy it if I see it, and will report back to y'all.

MCP · (#8 (**permalink**))

I wish him all the best in his new venture.

When I next pass through Sainsbury's I'm gonna buy one of these just to support my fellow brother.....

Footprints · (#9 (**permalink**))

He desperately needs a good bath or grooming - he is selling food afer all - sorry my opinion - not too keen about the sauce for that reason.confused3

Kibibi · (#10 (**permalink**))

Footprints wrote:

Quote:

He desperately needs a good bath or grooming - he is selling food afer all - sorry my opinion - not too keen about the sauce for that reason.confused3

Do you ever eat out?

Melissa · (#11 (**permalink**))

Footprints wrote:

Quote:

He desperately needs a good bath or grooming - he is selling food afer all - sorry my opinion - not too keen about the sauce for that reason.confused3

Grooming? The man is wearing a suit!

And how does he look like he needs a bath? strange!

I will go to my local sainsbury's to buy his sauce, better than buying the normal jerk sauce made by god knows who....

blessingfromgod · (#12 (**permalink**))

clp)Well done Mr Roots. I saw that episode of Drags.. Den.

Incognito · (#13 (**permalink**))

Guess we need to see this as some kind of milestone. Congratualtions and well done all the same. We're on track for 10 to 15 years time to be where America are now.