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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 back in 2007, the company has now been trading for well 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 in Business?

Yes. Reggae Reggae Sauce appears to still be trading.

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
liquidation
Company Number
06042281
Registered Name
ROOTS' REGGAE REGGAE SAUCE LIMITED
Incorporated
2007-01-05
Company Type
ltd
SIC Codes
10840
Registered Address
C/O Begbies Traynor, 31st Floor, 40 Bank Street, London, E14 5NR
Accounts
total-exemption-full (period ending 2021-08-30)
Latest Financials
Total Assets Less Liabilities
£159287
Employees
3
Period
2020-08-31 to 2021-08-30
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
  • GRAHAM, Doreen — secretary (resigned 2007-02-09)
    56 Corrence Road, Acre Lane, Brixton, London, SW9 6NF
  • RICHMOND COMPANY ADMINSITRATION LTD — corporate-secretary (resigned 2012-07-31)
    1, C/O Emw Procter House, Procter Street, London, WC1V 6PG
← Series 4 ← Episode 1