Reggae Reggae Sauce
Encyclopedia
Reggae Reggae Sauce is a Jamaican jerk spice
, popularised by creator Levi Roots
' appearance on BBC2's Dragons' Den
.
Dragon's Den investor Peter Jones
has since classified the product as one of his most successful investments from the show.
and convinced Peter Jones
and Richard Farleigh
to invest £50,000 in return for 40% of his company. The sauce gained fame as a result of his memorable television appearance and on 9 February, Sainsbury's were confirmed to be interested in stocking it. On 7 March, the sauce went on sale nationwide.
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. In September 2008, Reggae Reggae Sauce was voted as a CoolBrand
by a panel of experts and the British public.
Bailey also filed a preliminary claim in the High Court for more than £300,000 claiming that, as the inventor of the sauce, he was entitled to a share of profits.
Roots ran a jerk chicken stall at the carnival for 15 years with Bailey. Levi Roots gave evidence to the High Court and admitted previous claims made by him on Dragons Den and in marketing for his product were untrue.
However, Judge Mark Pelling QC dismissed Mr Bailey's claims for breach of contract and breach of confidence. He told the court: "This was a dishonest claim, dishonestly advanced." Lawyers said they estimated the legal battle had cost more than £1m in total and the judge said Mr Roots was entitled to have his costs paid.
.
Despite Levi saying he wanted production of his sauce to continue in the UK, production moved from Wales to Poland in March 2007.
Initially the sauce was carried exclusively in Sainsburys supermarkets but now many supermarkets in the UK and Ireland
stock the sauce. A follow-up episode of Dragons' Den, aired on 18 July 2007, revealed that Sainsbury's had expected the sauce to sell 50,000 bottles in its first year. In fact it sold 40,000-50,000 bottles per week.
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. The "Love Apple Tomato Sauce" was later renamed "Reggae Reggae Tomato Ketchup".
Restaurants Subway
, JD Wetherspoon, Hungry Horse
, Slug and Lettuce as well as the Scream Pub chain now offer the sauce on various menu items. In July 2009, Birds Eye
released chicken Chargrills in Reggae Reggae Sauce.
In the summer of 2010, snacks were added to the range of products with the launch of Reggae Reggae Peanuts and Cashews. These peanuts are covered in the original Reggae Reggae Sauce and seasonings. Subsequently a range of Reggae Reggae flavoured Caribbean ready meals was launched.
In September 2010, Morrisons
supermarket announced it would be carrying a range of Levi Roots sandwiches.
In April 2011, Domino's Pizza
in the UK launched a limited edition "Reggae Reggae Pizza", a combination of toppings with the Reggae Reggae sauce.
The range has expanded into other areas such as Levi Roots Jamaica Ginger Cake and Levi Roots Caribbean Crush drink which is sold in Asda
.
Jamaican jerk spice
Jerk is a style of cooking native to Jamaica in which meat is dry-rubbed or wet marinated with a very hot spice mixture called Jamaican jerk spice. Jerk seasoning is traditionally applied to pork and chicken. Modern recipes also apply jerk spice mixes to fish, shrimp, shellfish, beef, sausage,...
, popularised by creator Levi Roots
Levi Roots
Keith Valentine Graham , better known as Levi Roots, is a British-Jamaican reggae musician, television personality, celebrity chef, businessman and multi-millionaire currently residing in Brixton, South London.-Music:...
' appearance on BBC2's Dragons' Den
Dragons' Den (UK)
Dragons' Den is a British television series, hosted by Evan Davis. The format of the show is owned by Sony Pictures and is based on the original Japanese series, which has been sold around the world...
.
Dragon's Den investor Peter Jones
Peter Jones (entrepreneur)
Peter Jones, CBE is a British entrepreneur and businessman with interests in mobile phones, television, media, leisure, and property. He became a television celebrity through his appearances on the BBC Two show Dragons' Den and on his American television show American Inventor...
has since classified the product as one of his most successful investments from the show.
History
On 7 February 2007, Levi Roots appeared on Dragons' DenDragons' Den (UK)
Dragons' Den is a British television series, hosted by Evan Davis. The format of the show is owned by Sony Pictures and is based on the original Japanese series, which has been sold around the world...
and convinced Peter Jones
Peter Jones (entrepreneur)
Peter Jones, CBE is a British entrepreneur and businessman with interests in mobile phones, television, media, leisure, and property. He became a television celebrity through his appearances on the BBC Two show Dragons' Den and on his American television show American Inventor...
and Richard Farleigh
Richard Farleigh
Richard Farleigh is an Australian private investor. He is currently a member of the Business Review Weekly Rich 200 list, a list of the 200 wealthiest Australian individuals.- Early life :...
to invest £50,000 in return for 40% of his company. The sauce gained fame as a result of his memorable television appearance and on 9 February, Sainsbury's were confirmed to be interested in stocking it. On 7 March, the sauce went on sale nationwide.
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
Harry Hill
Harry Hill , is a Perrier Award–winning English comedian, author and television presenter. A former medical doctor , Hill began his career in comedy with the popular radio show Harry Hill's Fruit Corner.-Personal life:Hill was born in Woking,...
's TV Burp. The song was released as a download with proceeds going to Comic Relief. In September 2008, Reggae Reggae Sauce was voted as a CoolBrand
CoolBrands (branding initiative)
CoolBrands is an annual initiative to identify the UK's coolest brands. The list has been compiled annually since 2001; the results are published every September...
by a panel of experts and the British public.
Controversy over the product's origins
The origin of the recipe is disputed by Tony Bailey, who runs a West Indian takeaway in Brixton, South London; "The recipe is mine. People round here know, but we don’t say."Bailey also filed a preliminary claim in the High Court for more than £300,000 claiming that, as the inventor of the sauce, he was entitled to a share of profits.
Roots ran a jerk chicken stall at the carnival for 15 years with Bailey. Levi Roots gave evidence to the High Court and admitted previous claims made by him on Dragons Den and in marketing for his product were untrue.
However, Judge Mark Pelling QC dismissed Mr Bailey's claims for breach of contract and breach of confidence. He told the court: "This was a dishonest claim, dishonestly advanced." Lawyers said they estimated the legal battle had cost more than £1m in total and the judge said Mr Roots was entitled to have his costs paid.
Production and Expansion
Reggae Reggae Sauce is manufactured by G Costa, a division of Associated British FoodsAssociated British Foods
Associated British Foods plc is a global food, ingredients and retail company headquartered in London, United Kingdom. Its ingredients division is the world's second largest producer of both sugar and baker's yeast and a major producer of other ingredients including emulsifiers, enzymes and lactose...
.
Despite Levi saying he wanted production of his sauce to continue in the UK, production moved from Wales to Poland in March 2007.
Initially the sauce was carried exclusively in Sainsburys supermarkets but now many supermarkets in the UK and Ireland
Republic of Ireland
Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...
stock the sauce. A follow-up episode of Dragons' Den, aired on 18 July 2007, revealed that Sainsbury's had expected the sauce to sell 50,000 bottles in its first year. In fact it sold 40,000-50,000 bottles per week.
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. The "Love Apple Tomato Sauce" was later renamed "Reggae Reggae Tomato Ketchup".
Restaurants Subway
Subway (restaurant)
Subway is an American restaurant franchise that primarily sells submarine sandwiches and salads. It is owned and operated by Doctor's Associates, Inc. . Subway is one of the fastest growing franchises in the world with 35,519 restaurants in 98 countries and territories as of October 25th, 2011...
, JD Wetherspoon, Hungry Horse
Hungry Horse
Founded in 1995, Hungry Horse is a chain of 150 pub-restaurants in England and Wales owned by Greene King Brewery. It promotes itself as offering low cost meals for families and groups.- External links :*...
, Slug and Lettuce as well as the Scream Pub chain now offer the sauce on various menu items. In July 2009, Birds Eye
Birds Eye
__FORCETOC__Birds Eye is an international brand of frozen foods owned by Pinnacle Foods in North America and by private equity group Permira in Europe....
released chicken Chargrills in Reggae Reggae Sauce.
In the summer of 2010, snacks were added to the range of products with the launch of Reggae Reggae Peanuts and Cashews. These peanuts are covered in the original Reggae Reggae Sauce and seasonings. Subsequently a range of Reggae Reggae flavoured Caribbean ready meals was launched.
In September 2010, Morrisons
Morrisons
Wm Morrison Supermarkets plc is the fourth largest chain of supermarkets in the United Kingdom, headquartered in Bradford, West Yorkshire, England. The company is usually referred to and is branded as Morrisons formerly Morrison's, and it is part of the FTSE 100 Index of companies...
supermarket announced it would be carrying a range of Levi Roots sandwiches.
In April 2011, Domino's Pizza
Domino's Pizza UK & IRL
Domino's Pizza UK & IRL plc is a United Kingdom-based franchisee of international fast food pizza delivery chain Domino's Pizza. Through its subsidiary Domino's Pizza Group, the company holds the exclusive right to own, operate and in turn franchise branches of the chain in the United Kingdom and...
in the UK launched a limited edition "Reggae Reggae Pizza", a combination of toppings with the Reggae Reggae sauce.
The range has expanded into other areas such as Levi Roots Jamaica Ginger Cake and Levi Roots Caribbean Crush drink which is sold in Asda
Asda
Asda Stores Ltd is a British supermarket chain which retails food, clothing, general merchandise, toys and financial services. It also has a mobile telephone network, , Asda Mobile...
.
External links
- Official Reggae Reggae Sauce website
- Dragon slayer bottles his secrets Interview with The GuardianThe GuardianThe Guardian, formerly known as The Manchester Guardian , is a British national daily newspaper in the Berliner format...
, March 11, 2007