Levi Roots, known for his Reggae Reggae sauce, discusses his unforgettable Dragons' Den pitch and the incredible success it brought him.
Levi Roots has reflected on his unparalleled success from Dragons’ Den. When Levi Roots walked into his Dragons’ Den pitch with a guitar in one arm and tasters of his Reggae Reggae sauce for the investors, he had no idea of the success he would reach in just a few weeks. He went from having never heard of the BBC One competition to outselling Heinz in little time, after impressing not one but two Dragons, and walking away with a £50,000 investment for 40% of his business.
Though his business skills and numbers knowledge were less impressive, his pitch went down in history as one of the most memorable, after he sung to the likes of Deborah Meaden, Peter Jones and Duncan Bannatyne. In a recent interview, Peter, who invested in the Reggae Reggae sauce brand alongside Richard Farleigh, commented that the best pitch in Dragons’ Den’s 20-year history remains Levi’s, telling Metro and other press: ‘I don’t think we’ve surpassed that yet.’ Since his appearance on the show in 2007, Levi has gone on be worth an estimated £30,000,000, according to The Sunday Times Rich List, has opened a restaurant, published a book, and even hosted his own cooking show on BBC Two. But it took just weeks for Levi to achieve an impressive level of success, after a ‘magical’ experience. Levi rose to fame after appearing on Dragons’ Den in 2007. In an interview with Metro, the Celebrity Big Brother star said: ‘It’s one of those magical moments that you pray for, that we all pray for. ‘We all dream about something absolutely ridiculous happening to our lives, but it always turns out to be a dream, you wake up and you realize that it’s a dream and it’s really disappointing, and you feel like going back to sleep just to get back into that dream. ‘But I suppose in this instance, it was all of that… you’re still actually living that dream, and it’s not a dream, it is actually realit
DRAGONS' DEN LEVI ROOTS REGGAE REGGAE SAUCE SUCCESS STORY ENTERTAINMENT
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