Eating & Drinking
Levi Roots promotes Reggae Reggae Chicken Sub in Torbay (video)
23rd July 2008Reggae Reggae Sauce man Levi Roots brought sunshine to Torbay this week as part of a whistle-stop tour.
The 49-year-old, who became an instant hit after appearing on BBC TV show Dragons’ Den, visited ‘a beautiful Torbay’ to promote the use of his sell-out sauces in a new sandwich by chain Subway.
He serenaded staff with the same ‘sauce song’ that slayed the dragons in the hit show.
The spicy jerk sauce is being used in a new sandwich, the Reggae Reggae Chicken Sub, for summer.
Levi explained that he had gone from rags to riches thanks to the success of the Dragons’ Den and is thrilled that his sauce will reach a wider audience.
“Life has been fantastic since the show.
“I never expected to become an iconic figure of sauce and music. It is incredible,” he said.
Levi’s fortunes were turned around after millionaire dragons Peter Jones and Richard Farleigh agreed to invest in his Jamaican sauces that first hit the streets during the Notting Hill Carnival.
He was producing the spicy specimens from his kitchen with the help of his children until he got the dragons’ financial backing.
Now 1.5 million of the bottles have been sold and the sauce is stocked in every major supermarket.
The success means Levi is able to indulge in his first passion for reggae.
He is launching a new album, Red Hot, at Notting Hill Carnival this year.
“Reggae is what makes me tick. The sauce is making me a lot of money and it has brought my family beats for reggae music.
“I have been able to bring my life and business together and now I have managed to bring my sauces and music together, so while I’m working I am having a fantastic time,” he said.
Levi last visited South Devon in November to inspire college and school children with his success story.
HANNAH TAYLOR
Don't miss a thing - subscribe to What's On South West via RSS
- ADD TO:
-
-
-
-
-
-
-
-
