Blog: Dreams can come true

Catherine Sleep | 7 March 2007

A contestant on the product launch programme Dragon’s Den has not only received financial backing for his family recipe; it’s been picked up by Sainsbury’s. Of course it may have helped that singer Levi Roots already had a modest public profile before entering the Den, having been nominated for best reggae singer at the 1998 Mobo awards.

Roots’ Reggae Reggae sauce is already on sale in 600 Sainsbury’s stores, just weeks after he persuaded two entrepreneurs to give him £50,000 in exchange for a 40% stake in his business. Well, that’s a step-up from a stand at the Notting Hill Carnival, isn’t it?

You jammin? We certainly are.




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