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

The business is worth around £30m today😂.

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.

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

The absolute governor sir for being you 🎉

BLESS UP

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

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

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

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

This sauce was nasty to 🤮🤮

Worth £30 million today respect ✊

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

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

Well done Levi. .....🎉🎉

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

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.

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

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

I love that Carribbean Crush drink of his 🧉

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

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

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

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

Just bought some 😃

50k, 20%?!

Thats beyond a bargain.

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

A bloody nice chap

"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?

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.

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

whos here after this man being in The Apprentice?

Good old Keith

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

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.

What? HEs out? Levi roots is everywhere now.

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

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

'Duncan is a noob

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

Tried this sauce last week well banging

Never give up even when people say I’m out

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

Can we find that reggaereggae souce again nowadayz?

2025, enjoying some sauce still !!

Sitting here in 2025 eating dinner with reggae reggae sauce 👌

Good 4 him

literally sat here with a cheese cob and reggae sauce

still buying it now..... soooooo good

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

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