BEST PITCHES: Levi Roots' Reggae Reggae pitch lures Peter Jones! | Dragons' Den - BBC

this one goes to show the numbers don't really matter it's the product and personality

Even with a 60% stake Levi still became a multi millionaire

still buying it now..... soooooo good

literally sat here with a cheese cob and reggae sauce

Good 4 him

Sitting here in 2025 eating dinner with reggae reggae sauce 👌

2025, enjoying some sauce still !!

Can we find that reggaereggae souce again nowadayz?

Levi took with him two powerful dragons. That's way too cool!

Never give up even when people say I’m out

Tried this sauce last week well banging

I'm here in 2025 after reading about this show and product from Peter Jones bestselling books TYCOON!

'Duncan is a noob

Net worth upwards of 30 million now? He's done well.

.....and the rest is history. Levi now worth a reported 35million.

What? HEs out? Levi roots is everywhere now.

Got 2 bottles in my fridge right now! Still my favorite sauce after 18 years. Nothing comes close to it for me. I put it on everything! I even went to see Levi roots sing at a music festival! I bet the dragons who rejected him are still regretting their descision to this day.

I remember watching this. He has come a long way since Dragon's Den

Good old Keith

whos here after this man being in The Apprentice?

I can't tell you how many times I've watched this video . I so Love Levi . He's brilliant 💯

I tried the sauce. It's really good. I've put it on burgers, hot dogs, pork roast, roast beef sandwiches, and baked chicken. Works great on all of it.

"There's no business in this" - so nice to hear this in 2025. Not to laugh at the immensely successful and knowledgeable dragons that got it wrong but because I'm sure loads of us keep getting told our business ideas and ventures will never work, that we're not good enough and it's impossible. What do all of the experts know anyway?

A bloody nice chap

50k, 20%?!

Thats beyond a bargain.

I mean, a life time supply of this? Yeeahh😌

Just bought some 😃

First time I've watched this since it first aired, hadn't recalled that Richard Farleigh was involved, I only ever hear of Peter Jones getting the credit for backing it

60% of something is better than 100% of nothing. A lesson he remembers now every time he laughs his way to the bank.

What a bunch of clowns! 🤡 😂 - this guy sold millions! 💰

Duncan Genocide: “Levi, there’s no money in this! I’m out!” 😂😂😂😂

I love that Carribbean Crush drink of his 🧉

And history is made , because he is more than this now ... he is on television , books , appearances... millionaire

The Dragons aren’t always as smart as they like to believe, as proven here!

The Reggae Reggae Sauce business, founded by Levi Roots, is estimated to be worth around £30 million. Levi Roots appeared on Dragons' Den in 2007 and secured an investment that helped grow the business significantly. Since then, Reggae Reggae Sauce has become a popular product sold worldwide1.

Incredible investment by the dragons. 25k into over 10 million each over 13 years. Not too shabby ey

Well done Levi. .....🎉🎉

All these years later, and i have yet to try Reggae Reggae sauce. Gotta buy some and try it

Levi roots and bear naked foods are worth millions today 🎉🎉

Worth £30 million today respect ✊

This sauce was nasty to 🤮🤮

It's not big enough scale for debbie. Levi, because of this sauce is worth almost the same as her 🤣

Now it’s one of peters major sources of incomes at a net worth of around £33m

Levi’s response to Duncan..” I’m going to let you know where I am. 35 mill richer baby” 💸💸

Just bought another bottle of Reggae Reggae sauce, I use this stuff weekly along with paprika, basil and parsley on chicken with rice

BLESS UP

The absolute governor sir for being you 🎉

Reggae Reggae Sauce is delicious. Levi Roots absolutely deserved the investment which he received.

Geezer had lightning in a bottle, so to speak. There was no other jerk sauce at supermarket brand level. A company like Heinz could try to roll something out but they could spend a billion in marketing without ever coming across as authentic. This guy captured it, and his calculation mistake just added to the genuine-ness.

The business is worth around £30m today😂.