Levi Roots is more than just the face behind a famous sauce,  he is a symbol of resilience, creativity, and belief. From humble beginnings in Jamaica to becoming one of the most loved entrepreneurs in Britain, his journey proves that passion and perseverance can turn even the simplest idea into a global success.

Best known for his unforgettable appearance on Dragon’s Den in 2007, Levi Roots captured the hearts of the Dragons and the public with his infectious energy, reggae jingle, and bold vision. Today, Reggae Reggae Sauce is sold in supermarkets around the world and is valued at over £34 million.

Early Life & Roots in Jamaica

Born Keith Graham in Jamaica in 1958, Levi was raised by his grandmother, who taught him the secrets of Caribbean cooking using fresh herbs and spices. These early lessons sparked a lifelong love for food and flavour.

At the age of 11, he moved to Brixton, London, to join his parents. Life was tough, and opportunities were limited, but his Jamaican roots and strong spirit stayed with him.

Music, Struggle & a Turning Point

Levi first found his voice through reggae music. He performed with well-known artists and even sang for Nelson Mandela. But life was not always smooth. He faced hardship, poverty, and even served a prison sentence for drug and weapons offences, a moment he describes as a powerful turning point.

Determined to change his future, he adopted the name Levi Roots, embracing his heritage and identity.

The Birth of Reggae Reggae Sauce

Inspired by his grandmother’s recipes, Levi created his signature jerk sauce and began selling it at Notting Hill Carnival from his stall, “Rasta’raunt.” The sauce quickly became a crowd favourite, thanks to its bold Caribbean flavour and Levi’s vibrant personality.

Dragon’s Den & Explosive Growth (2007)

Encouraged by friends, Levi applied for Dragon’s Den -  and made history.

Singing his now-famous jingle, he won over the Dragons and secured £50,000 investment for 40% of his business from Peter Jones and Richard Farleigh. Almost overnight, Reggae Reggae Sauce went from a market stall product to a household name.

Brand Expansion & Legacy

Since then, the brand has grown into a global success story, expanding into:

• Supermarket sauces and marinades
• Cookbooks (Caribbean Food Made Easy)
• TV cooking shows
• Restaurants and food ventures

Levi Roots has also become a highly sought-after motivational speaker, inspiring audiences with his journey from struggle to success. He speaks openly about the importance of resilience, authenticity, and surrounding yourself with the right mentors.

A film based on his life is reportedly in development, proof that his story continues to inspire.

Final Thoughts

Levi Roots is living proof that your background does not define your future. With passion, courage, and belief in yourself, even a simple recipe can become a global brand.

From reggae music to Reggae Reggae Sauce, Levi Roots turned culture into commerce and flavour into fortune, without ever losing his rhythm.