Reggae Reggae Sauce
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Reggae Reggae Sauce is a Jamaican jerk spice, (jerk meat or fish sauce), popularised by creator Levi Roots' appearance on BBC2's Dragons Den.
Originally created by Levi Roots in his kitchen and sold small scale at the Notting Hill Carnival, he convinced Peter Jones and Richard Farleigh to invest £50,000 in return for 40% of his company. [1]. The sauce gained a cult following as a result of his memorable television appearance, [2] and on February 9 Sainsbury's were confirmed to be interested in stocking it. [3] On March 7 the sauce went on sale nationwide. [4]
The product's catch line is "Put music in your food". Levi Roots is set to release an accompanying single of his Reggae Reggae Sauce Song which he sang whilst pitching his product on Dragon's Den. The song will be released as a download with proceeds going to Comic Relief. [5]
[edit] References
- ^ Singing chef's spicy sauce success
- ^ Dragons Den - Reggae Reggae Sauce
- ^ Reggae singer's sauce is hot with Sainsbury's
- ^ Dragons' Den chef tastes success
- ^ Reggae Sauce star is hot stuff
