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What Happened to Reggae Reggae Sauce After Dragons’ Den?

Reggae Reggae Sauce appeared on Dragons’ Den in 2007, Series 4 Episode 1. The business was a spicy bbq sauce. They secured investment from Richard Farleigh & Peter Jones on the show. The business is still active today.

The Pitch

Levi Roots walked into the Den in 2007 with a spicy bbq sauce. They were asking for £50,000 in exchange for 40% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Richard Farleigh & Peter Jones offered £50,000 for 40%, and Levi Roots accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

Reggae Reggae Sauce is one of those Den stories that actually lasted. Having appeared on the show in 2007, the business has now been trading for over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is Reggae Reggae Sauce Still Available?

Yes. Levi Roots Reggae Reggae Foods Limited appears to still be trading. Companies House records confirm the business is currently active.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Igloo, Get Your Head Round It, Woolie Warmer, Safety In Hand. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
06506060
Registered Name
LEVI ROOTS REGGAE REGGAE FOODS LIMITED
Incorporated
2008-02-18
Company Type
ltd
SIC Codes
10840
Registered Address
125 Wood Street, London, EC2V 7AW, United Kingdom
Accounts
total-exemption-full (period ending 2024-12-31)
Latest Financials
Total Assets Less Liabilities
£123752
Employees
2
Period
2024-01-01 to 2024-12-31
Officers
  • PENNSEC LIMITED — corporate-secretary
    125, Wood Street, London, EC2V 7AW, United Kingdom
  • GRAHAM, Keith Valentine — director
    125, Wood Street, London, EC2V 7AW, United Kingdom
  • PICTON HOWELL, Teja Owen — director
    125, Wood Street, London, EC2V 7AW, United Kingdom
  • RICHMOND COMPANY ADMINISTRATION LIMITED — corporate-secretary (resigned 2012-07-31)
    C/O Emw, Procter House, 1 Procter Street, London, WC1V 6PG, United Kingdom
  • RICHMOND COMPANY NOMINEES LIMITED — corporate-director (resigned 2008-12-02)
    1 Procter Street, London, WC1V 6PG
← Series 4 ← Episode 1