🐉 Dragons' Den UK · Series 4, Episode 7 · 2007

Reggae Reggae Sauce

Name: Reggae Reggae Sauce
Brand: Reggae Reggae Sauce
Availability: InStock

Caribbean jerk-style sauce that became a UK supermarket staple

Founder: Levi Roots Category: Food

£50K for 40% — Peter Jones and Richard Farleigh (split)

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Affiliate links · Last verified 2026-05-21 · 🌍 Outside the US? Amazon and eBay will redirect you to your country's local store automatically.

The Story

Levi Roots played his pitch on a guitar. The sauce — a family Caribbean recipe — went from market stall to multi-million-pound brand.

The Pitch on Dragons' Den UK

Reggae Reggae Sauce appeared on Dragons' Den UK (Series 4, Episode 7) in 2007. Levi Roots pitched the product to the Dragons. £50K for 40% — Peter Jones and Richard Farleigh (split).

Where they are now: Got the deal. Within months it was on Sainsbury's shelves and became one of the most iconic Dragons' Den successes ever.

Frequently Asked Questions

Is Reggae Reggae Sauce still in business?

Got the deal. Within months it was on Sainsbury's shelves and became one of the most iconic Dragons' Den successes ever.

Who founded Reggae Reggae Sauce?

Reggae Reggae Sauce was founded by Levi Roots.

Did Reggae Reggae Sauce get a deal on Dragons' Den UK?

Yes — £50K for 40% — Peter Jones and Richard Farleigh (split).

Where can I buy Reggae Reggae Sauce?

Reggae Reggae Sauce is available on Amazon and eBay. We compare current prices across both at our /results page — link below.

📰 In the news

Recent press mentions for Reggae Reggae Sauce. Headlines stay on-page (we'd rather keep you here than send you off to a news site).

metro.co.uk 2026-04-16 Dragon Den biggest success story who made £30m reveals deepest regret
el-balad.com 2026-03-19 Is Dragons Den On Tonight ? Mid ‑ Series Pull Leaves Fans Facing Another Long Wait
tvguide.co.uk 2026-03-19 Dragon Den tonight : When is series 23 coming back ?
prolificnorth.co.uk 2026-03-06 Levi Roots partners with Vimto Nichols to launch Reggae Sunrise brand

Curious to read more? Search the headline on your news provider of choice.

💬 What people are saying

Real Reddit comments about Reggae Reggae Sauce — verbatim, kept on-page so you don't have to bounce around to read them.

"I remember when this guy was first on Dragon's Den. Imo it should be a direct replacement for HP."
— r/BritishSuccess · 340 upvotes · 2025-07-25

"Only wanted a normal amount and now my dippers are floating. Good thing it's banging."
— r/britishproblems · 30 upvotes · 2019-10-21

"I’ve just moved to Norwich and honestly every takeaway I’ve had so far has been shite Fatboyz chicken wrap was a joke, soggy chopped up chicken drowned in mayo with some wilted spinac(lettuce) . “Jerk” wings that were just wings covered in reggae reggae sauce.…"
— r/Norwich · 29 upvotes · 2025-09-04

"Levi Roots - fresh off the back of a Lion’s Den appearance - was flogging these in person out of Clapham Asda one Saturday afternoon, sometime in 2007. Best before Nov 2009."
— r/EatItYouFuckinCoward · 4 upvotes · 2024-08-07

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