Product Update

Is Reggae Reggae Sauce Still in Business? (2026 Update)

Is Reggae Reggae Sauce from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Reggae Reggae Sauce today.

Dragons' Den IndexUpdated 23 February 20266 min read

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Reggae Reggae Sauce is the pitch most people think of first when they think of Dragons' Den. Levi Roots walked in with a guitar, a song, and a spicy Caribbean sauce built on a family recipe, and walked out with a deal from Peter Jones. Two decades later, the short answer is an easy yes: this is one of the biggest success stories the show has ever produced.

The Short Answer

Reggae Reggae Sauce is still very much in business. It sells across major UK supermarkets, through the brand's own website, and internationally through retailers stocking British goods, and the wider Levi Roots product range built around the original sauce has continued to grow for nearly twenty years.

This is about as clear cut a survival story as the archive contains. The product is not hard to find, and the brand behind it has expanded rather than shrunk since the pitch aired.

The Pitch

Reggae Reggae Sauce appeared in series 4, episode 1, filed under Food & Drink in our index. Founder Levi Roots pitched a spicy Caribbean BBQ sauce built around allspice, Scotch bonnet chillies and a family recipe, and famously performed a reggae song about the sauce for the panel before making his ask, a moment that became one of the most replayed clips in the show's history.

The ask was £50,000 for 40 percent of the business, a substantial equity stake for a founder still selling the sauce largely out of a market stall and a garden shed kitchen at the time.

The Deal

Peter Jones and Richard Farleigh backed the pitch jointly, putting up the full £50,000 for the 40 percent on offer. Peter Jones in particular has spoken publicly many times since about backing Levi Roots as one of the standout decisions of his time on the panel, and the partnership became one of the most visible Dragons' Den success stories in the show's run.

The deal gave Levi Roots access to Peter Jones's retail and manufacturing contacts at exactly the moment the sauce needed to move from small batch production into something a national supermarket chain could actually stock at scale.

What Happened After the Cameras Stopped

Within weeks of the episode airing, Reggae Reggae Sauce landed a listing with a major UK supermarket, and demand reportedly outstripped supply almost immediately, a genuinely rare outcome even among the show's better known deals. The brand went on to expand into a wider range of Caribbean inspired sauces, snacks and drinks under the Levi Roots name.

Levi Roots has since become a public figure in his own right well beyond the original pitch, and by some estimates built a personal fortune in the tens of millions off the back of the business, according to UK rich list reporting. Almost twenty years on, the sauce remains one of the most recognisable products to have ever come out of the Den, still sold in major retailers and still carrying the story that made it famous in the first place.

Why This Pitch Became the Benchmark

Every Dragons' Den style show now built around the world uses a version of the Levi Roots story as its shorthand for what the format can do at its best: a genuine, unpolished founder with a real product and a real family story, turned into a national brand almost overnight by the right investor and the right platform. Producers, Dragons and founders alike reference it constantly, nearly twenty years on, because it is the cleanest possible proof that the show can work exactly as advertised.

It is worth remembering how unusual that outcome actually is. Most food and drink pitches, even ones that get a deal, spend years fighting for shelf space and never come close to the kind of overnight demand spike Reggae Reggae Sauce experienced. The song, the story and the product all lined up at once, and Peter Jones's manufacturing and retail contacts turned that momentum into a national listing before the moment could fade.

Where Things Stand Now

To recap. Reggae Reggae Sauce pitched in series 4, episode 1, asked for £50,000 for 40 percent, and secured exactly that jointly from Peter Jones and Richard Farleigh. Nearly two decades later, the product remains widely available, the brand has expanded well beyond the original sauce, and it stands as one of the clearest proof points that a Dragons' Den deal can genuinely change a founder's life.

If you grew up with a bottle of it in the fridge and are wondering whether it is still around, it is, still on supermarket shelves, still carrying the reggae song that introduced it to the nation.

Where to buy Reggae Reggae Sauce

Still selling as of 23 February 2026. Check today's price and availability.

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See the full Reggae Reggae Sauce deal breakdown and term sheet →