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Dragon's Den star gets saucy with Sainsbury's

Already a legend among viewers of TV show Dragon’s Den, Brixton-based reggae singer Levi Roots has now secured a deal with supermarket giant Sainsbury’s to stock his Reggae Reggae sauce.

Roots appeared in the first episode of the current series of the BBC2 program on 2 February. After some tough wrangling with his projected figures, judges Peter Jones and Richard Farleigh invested £25,000 each in the sauce in exchange for a 20% stake in his company. Reggae Reggae sauce is now on sale in 600 branches of Sainsbury’s. Before the deal, the sauce had only been available through the singer’s website and at Notting Hill Carnival.

The supermarket will also be stocking the Reggae Reggae Sauce song ‘Proper Tings’ alongside the product.

Levi (real name Keith) said: “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.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .