History
On 7 February 2007, Levi Roots appeared on Dragons' Den and convinced Peter Jones and Richard Farleigh to invest £50,000 in return for 20% of his company. The sauce gained fame as a result of his memorable television appearance and on 9 February, Sainsbury's were confirmed to be interested in stocking it. On 7 March, the sauce went on sale nationwide.
The product's catch line is "Put some music in your food". Levi Roots released an accompanying single of his "Reggae Reggae Sauce Song" which he sang whilst pitching his product on Dragons' Den, and also on Harry Hill's TV Burp. The song was released as a download with proceeds going to Comic Relief. In September 2008, Reggae Reggae Sauce was voted as a CoolBrand by a panel of experts and the British public.
Read more about this topic: Reggae Reggae Sauce
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