Reggae Reggae Sauce
From Wikipedia, the free encyclopedia
Reggae Reggae Sauce is a Jamaican jerk spice, (jerk meat or fish sauce), popularised by creator Levi Roots' appearance on BBC2's Dragons' Den.
Originally sold by Levi Roots at the Notting Hill Carnival, he convinced Peter Jones and Richard Farleigh to invest £50,000 in return for 40% of his company.[1] The sauce gained a cult following as a result of his memorable television appearance[citation needed] and on February 9, 2007 Sainsbury's were confirmed to be interested in stocking it. [2] On March 7 the sauce went on sale nationwide.[3]
The product's catch line is "Put some music in your food". Levi Roots is set to release 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 has been released as a download with proceeds going to Comic Relief.[4]
A follow-up episode of Dragons' Den aired on July 18, 2007 revealed that Sainsbury's had expected the sauce to sell 50,000 bottles in its first year. In fact, it sold 150,000 in its first day, and continued to be a high-selling product. ASDA, Tesco, Somerfield and Waitrose have now also started selling the sauce.
