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Levi Roots Reggae Reggae Sauce, the world's famous Jamaican Reggae Jerk Sauce.
The sauce incorporates a blend of Jamaican jerk spices which was popularized by creator Levi Roots.
On 7 February 2007, Levi Roots appeared on BBC Two's popular program "Dragon's Den".
The show allows entrepreneurs an opportunity to present their varying business ideas to a panel of five wealthy investors, the "Dragons" of the show's title, and pitch for financial investment while offering a stake of the company in return.
It was on this show that Levi Roots convinced Peter Jones and Richard Farleigh to invest fifty-thousand Pounds in his product for a 40% return from his company.
The sauce gained fame as a result of his memorable television appearance and on 9 February 2007, Sainsbury's were confirmed to be interested in stocking it. On 7 March 2007, the sauce went on sale nationwide.
Levi Roots Reggae Reggae Sauce now a hit with the view audience of Dragon's Den and also on Harry Hill's TV Burp after Roots released Reggae Reggae Sauce which he used to help promoted his sauce.
Harry Hill's TV Burp (also known as just TV Burp) is a British television comedy programme which was broadcast between 2001 and 2012 on ITV.
In 2010 there was a court battle between Roots and business partner Tony Bailey he claimed that the recipe for Reggae Reggae Sauce was his, but lost the case after he could not provide sufficient evidence in court.
Reggae Reggae Sauce is manufactured by AB World Foods, a division of Associated British Foods.
Despite Levi saying he wanted the production of his sauce to continue in the UK, production moved from Wales to Poland in March 2007.
Initially, the sauce was carried exclusively in Sainsbury's supermarkets but now many supermarkets in the UK and Ireland stock the sauce.
A follow-up episode of Dragons' Den, aired on 18 July 2007, revealed that Sainsbury's had expected the sauce to sell 50,000 bottles in its first year. In fact, it sold 40,000-50,000 bottles per week.
In the first half of 2008, Roots launched "Love Apple Tomato Sauce" and "Fiery Guava Dipping Sauce" in the same style as Reggae Reggae sauce. A cookbook called Reggae Reggae Cookbook was released in June 2008. The "Love Apple Tomato Sauce" was later renamed "Reggae Reggae Tomato Ketchup".
Since then Levi Reggae Reggae Sauce has been added to:
The range has expanded into other areas such as Levi Roots Jamaica Ginger Cake and Levi Roots Caribbean Crush drink which is sold in mainstream UK supermarkets.
In 2012, a new "Mild" variant of the sauce was released.
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