Before Levi Roots strolled onto the Dragons’ Den set strumming his guitar and singing a song about his Caribbean-inspired condiment, Reggae Reggae sauce, his friends said he was crazy.
“Everyone told me, ‘don’t take your guitar on a business show, this is a big opportunity — be serious, do it properly,’ ” Roots admits. “But I wanted to be me — the only thing I’m good at is being me. I use music to tell my story, and that’s part of what’s become Reggae Reggae sauce’s brand.”
