Back
Levi Roots staggering net worth after three Dragons' Den members rejected business
May 3, 2025
Related articles
Dragon's Den: Levi Roots grilled over sauce profits in 2007
Dragons' Den fans will forever recall the iconic moment in 2007 when Levi Roots stepped onto the BBC show, pitching his Reggae Reggae sauce, which has since transformed into a thriving empire.
As Levi prepares to grace our screens on James Martin's Saturday Kitchen, we're taken back to his rise to fame, which saw three Dragons decline to invest in his venture.
Levi's Jamaican-inspired barbecue sauce wasn't the only thing that charmed the Dragons; his vibrant personality and the catchy tune he penned for his sauce's promotion also made an impression.
The Sunday Times Rich List now estimates Levi, born Keith Valentine Graham before adopting his stage name for his music career, to be worth a staggering £30 million, thanks to the soaring success of his product.
Despite pouring his heart into this pivotal pitch, not all the Dragons in 2007 saw potential in his business, a judgement they would come to rue, reports Lancs Live.
Who rejected Levi Roots' sauce?
Levi sought a £50,000 investment from the panel in return for a 20 percent share in his Reggae Reggae Sauce, a versatile jerk barbecue sauce with the potential to rival traditional tomato ketchup.
Duncan Bannatyne was the first to bow out, bluntly informing Levi: "There's no business in this. I'm not going to invest. I'm out."
3Shares
0Comments
7Favorites
16Likes
No content at this moment.