Reggae Reggae Sauce

Reggae Reggae Sauce

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. [ [http://www.itn-source.co.uk/news/5ff0f05b8582007585f2373e97570f51.html Singing chef's spicy sauce success] ] The sauce gained a cult following as a result of his memorable television appearance and on February 9 2007 Sainsbury's were confirmed to be interested in stocking it. [ [http://www.thisislondon.co.uk/news/article-23384975-details/Reggae+singer's+sauce+is+hot+with+Sainsbury's/article.do Reggae singer's sauce is hot with Sainsbury's] ] On March 7 the sauce went on sale nationwide. [ [http://news.bbc.co.uk/1/hi/uk/6424021.stm Dragons' Den chef tastes success] ]

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. It sold 40,000-50,000 bottles per week [http://www.bbc.co.uk/dragonsden/wherearetheynow/] , and continued to be a high-selling product.Fact|date=July 2008

Many supermarkets now sell the sauce and the UK and Ireland restaurants Subway [ [http://www.brandrepublic.com/Marketing/News/828025/Subway-adds-Reggae-Reggae-branded-spicy-sub/ Subway adds Reggae Reggae-branded spicy sub] ] , Hungry Horse and Slug and Lettuce now offer the sauce on various menu items.

The product's catch line is "Put some music in your food". Levi Roots released 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 was released as a download with proceeds going to Comic Relief. [ [http://www.thesun.co.uk/article/0,,2001320029-2007080419,00.html Reggae Sauce star is hot stuff] ]

Expansion

In the first half of 2008, Roots launched "Love Apple Tomato Sauce" and "Fiery Guava Dipping Sauce" in the same style as Reggae Reggae sauce. A cookbook called "Reggae Reggae Cookbook" was released in June 2008.

References

External links

* [http://www.reggae-reggae.co.uk Official Reggae Reggae Sauce website]
* [http://observer.guardian.co.uk/uk_news/story/0,,2031126,00.html Dragon slayer bottles his secrets] Interview with The Guardian, March 11 2007


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