One of the most important things that a certain brand should achieve is that it should be easily recalled by consumers. Levi Roots, the creator of Reggae Reggae hot sauce, was able to accomplish this and eventually brought him success in his business.

Roots has been living a poor life when he was a kid growing up in Jamaica. However, his road to success also started from the hit British television series called Dragons’ Den. He pitched his idea to the panel of five wealthy investors by singing a catchy song that he wrote and ended up impressing two of the ‘dragons’, Peter Jones and Richard Farleigh. These two invested £50,000 in his Jamaican jerk spice called Reggae Reggae Sauce and that was the beginning of his great success.

Reggae Reggae Sauce was created from his grandma’s recipe, a secret family recipe that has been passed down from generations. Now, the said sauce is being sold over hundreds of supermarkets in United Kingdom. It has been a hit and according to Sainsbury’s, the sauce is  “outselling tomato ketchup in each of the 600 stores stocking it”.

Aside from his sauce’s success, Roots also opened a restaurant, been invited into various speaking engagements (where he is being paid £1,500 for a single event), released a song (and gave all the proceeds to charity) and has a Reggae Reggae sauce pizza that is currently being sold at one of the biggest pizza chains in the world, Dominos Pizza. He has also been working on his recipe book entitled “Levi Roots’ Reggae Reggae Cookbook”.

Roots successes have been very inspiring, since he was able to branch out to different fields by using his Dragons’ Den fame. He was able to deliver and prove to people that with hard work, determination, vision and passion, everything is possible.