Levi Roots - Levi Roots: The Entrepreneur Behind Reggae Reggae Sauce - 05/Mar/2024

Levi Roots – Levi Roots: The Entrepreneur Behind Reggae Reggae Sauce – 05/Mar/2024

Levi Roots: The Entrepreneur Behind Reggae Reggae Sauce

Levi Roots, born Keith Valentine Graham, has been a flavorful addition to the world of culinary entrepreneurship. Best known for his Reggae Reggae Sauce and his charismatic appearance on the UK television series “Dragons’ Den”, Levi has utilized his Jamaican heritage to inspire his business ventures and musical pursuits, blending them into a brand that resonates with authenticity and passion. This article looks into the story of Levi Roots, his rise to fame, the expansion of his brand, and the impact he’s had on entrepreneurship and culinary arts.

Early Life and Musical Influences

Born in Jamaica in 1958, Levi Roots spent the first part of his life immersed in the richness of Reggae culture. With strong musical influences from an early age, he developed a love for Reggae music that later became a core component of his personal and professional identity. Roots moved to the UK at the age of 11 and settled into life in Brixton, London.

Revolutionizing the Food Industry with Reggae Reggae Sauce

Roots’ foray into the food industry began with his famous Reggae Reggae Sauce, a jerk barbecue sauce that has its roots in a family recipe passed down from his grandmother. With natural charisma and musical prowess, he pitched his product on BBC’s “Dragons’ Den” in 2007, seeking investment to take his homemade sauce to a larger market.

His pitch was as unique as it was successful; he sang about his product, instantly capturing the attention of both the Dragons and the national audience. Winning over entrepreneur Peter Jones and another Dragon with a 40% stake in his company for £50,000, Roots immediately became one of the show’s most memorable contestants.

From Days in the Den to Supermarket Shelves

The success on “Dragons’ Den” catapulted Reggae Reggae Sauce from a homemade concoction to a household name. It wasn’t long before the product hit the shelves of major supermarkets across the UK, redefining industry standards for product marketing and inspiring entrepreneurs across the nation. His appearance on the show demonstrated that unique products, personality, and perseverance could translate into commercial success.

Expanding The Brand

Following the initial surge of popularity from “Dragons’ Den,” Levi Roots continued to expand his product line-up beyond sauces to include ready meals, soft drinks, cookbooks, and even a Caribbean restaurant called The Rasta’raunt. Root’s persona and infectious zest for life became integral to growing consumer trust and loyalty toward his brand.

Levi Roots: The Musician within The Entrepreneur

While his hot sauce line may have brought him widespread recognition, music remains an inseparable aspect of Root’s identity. An accomplished musician, he continued to use music as both an inspiration for his culinary products and as an independent art form. His unique selling proposition included not only great flavors but also a beat; reggae was not only thematic but genuine – contributing profoundly to brand authenticity.

Cultural Ambassador and Philanthropist

Levi Roots has also embraced a role as a cultural ambassador and motivational speaker. He is an advocate for Caribbean culture and cuisine, sharing its vibrancy with a broader non-Caribbean audience. Additionally, he corresponds regularly with community groups to inspire upcoming entrepreneurs from all walks of life.


  • Roots appeared on “Dragons’ Den” in February 2007
  • Reggae Reggae Sauce is available in over 2,700 supermarket stores across Britain
  • Levi Roots has released several cookbooks including “Caribbean Food Made Easy” and “Grill it with Levi”
  • Launched Levi Roots’ “Rasta’raunt”, a Caribbean Smokehouse restaurant in Westfield Stratford City
  • Image Description

    A colorful palette with jars of Reggae Reggae Sauce lined up, next to an image of Levi Roots playing guitar. The jars sport the vibrant Rastafarian colors seen in Root’s logo, symbolizing his Jamaican heritage; behind is Roots with a joyful expression as he performs one of his reggae songs, which encapsulates his infectious spirit that has fueled his entrepreneurial journey.