Levi Roots

Levi Roots Net Worth 2026: £15 Million

Levi Roots – born Keith Valentine Graham on 14 May 1958 in Jamaica – is a British-Jamaican entrepreneur, musician, chef, and television personality. He is best known as the founder of Reggae Reggae Sauce, a Caribbean-style barbecue sauce that became a household name after his iconic appearance on BBC's Dragon's Den in 2007. As of 2026, Levi Roots' net worth is estimated at £15 million (approximately $19 million USD), built through his sauce empire, cookbooks, television appearances, and various business ventures.

Early Life and Journey to Britain

Born in Jamaica, Levi Roots moved to the United Kingdom as a teenager. He grew up in Brixton, South London, where he was exposed to the vibrant Caribbean community that would later inspire his culinary creations.

Before becoming a household name, Roots worked various jobs, including as a musician. He was a member of several reggae bands and performed at venues across London. His love of music and cooking were both inherited from his Jamaican heritage, and he often cooked for friends and family using his grandmother's secret sauce recipe.

It was this family recipe – a blend of Caribbean spices, scotch bonnet peppers, and other secret ingredients – that would eventually become the foundation of his multi-million pound business empire.

🐉 Dragon's Den – The Turning Point

In 2007, Levi Roots walked into the Dragon's Den with nothing more than a guitar, a memorable song, and a bottle of his homemade sauce. His pitch, which included singing "Reggae Reggae Sauce" to the tune of a reggae melody, won over the Dragons and the British public.

The Dragons were impressed not just by the sauce but by Roots' charisma and the market potential. He secured £50,000 investment from Peter Jones and Richard Farleigh in exchange for a 40% stake in the business. This deal was later restructured, and Roots eventually bought back the stake, retaining full ownership of his brand.

The Dragon's Den appearance was watched by millions and catapulted Roots into the spotlight. Within days, supermarkets were clamouring to stock Reggae Reggae Sauce, and the brand became a phenomenon.

🌶️ Reggae Reggae Sauce – A Brand Empire

What started as a single sauce has grown into a full product range. The Reggae Reggae Sauce brand now includes:

• Reggae Reggae Sauce – The original Caribbean barbecue sauce
• Reggae Reggae Jerk – Jerk seasoning and marinade
• Reggae Reggae Chilli – Hot sauce variants
• Reggae Reggae Ketchup – Caribbean-style ketchup
• Reggae Reggae Cook-in Sauces – For chicken, fish, and pork
• Reggae Reggae Ready Meals – Microwave meals for convenience

The brand is stocked in all major UK supermarkets including Sainsbury's, Tesco, Asda, Morrisons, and Waitrose. It has also expanded into international markets, with distribution in the United States, Canada, Australia, and parts of Europe.

Annual sales of Reggae Reggae products are estimated to exceed £10 million, with the brand continuing to grow year-on-year.

📚 Cookbooks and Publications

Levi Roots has authored several successful cookbooks that have contributed to his wealth:

• "Reggae Reggae Sauce: A Caribbean Cookbook" (2008) – Featuring recipes inspired by his family and Caribbean heritage.
• "Caribbean Cooking with Levi Roots" (2012) – A collection of authentic Caribbean recipes.
• "Levi Roots' Reggae Cookbook" (2016) – Combining music and food culture.
• "The BBQ Book" (2020) – A guide to outdoor cooking with Caribbean flavours.

His books have sold over 500,000 copies combined, generating significant royalty income. Several of his books have been Sunday Times bestsellers.

📺 Television and Media Career

Beyond Dragon's Den, Levi Roots has built a successful media career:

• BBC's "The One Show" – Regular appearances as a food expert
• "Saturday Kitchen" – Guest chef appearances
• "This Morning" – Cooking segments
• "Dragon's Den" – Return appearances as a guest
• Various documentaries – Including programmes on Caribbean food and culture
• Corporate speaking – Motivational speeches on entrepreneurship

His television appearances have not only boosted his personal profile but have also significantly increased sales of Reggae Reggae products.

🎵 Music Career

Before becoming a food entrepreneur, Levi Roots was a musician. He has released several reggae songs over the years, including:

• "Reggae Reggae Sauce" – The song that became his Dragon's Den anthem
• "Roots Rock Reggae" – A tribute to his Jamaican heritage
• "Sweet Jamaica" – A celebration of Caribbean culture

He continues to perform at events and festivals, combining his love of music with his food business.

🍽️ Catering and Events Business

Levi Roots has expanded his business into catering and events. His company provides Caribbean food for festivals, corporate events, and private functions. This arm of the business generates an estimated £500,000-£1 million annually.

🏆 Awards and Recognition

• MBE – Member of the Order of the British Empire (2011) for services to entrepreneurship and music
• Black Enterprise Awards – Entrepreneur of the Year
• UK Food & Drink Awards – Best New Product (Reggae Reggae Sauce)
• BBC Food Awards – Best Food Product
• Honorary Doctorate – From London South Bank University

Personal Life and Philanthropy

Levi Roots is married to Tricia Roots, and the couple has children. He is a passionate advocate for:

• Youth entrepreneurship – Mentoring young people from disadvantaged backgrounds
• Caribbean food culture – Promoting authentic Caribbean cuisine in the UK
• Community initiatives – Supporting local charities and community projects
• Educational programmes – Speaking at schools and universities about entrepreneurship

What's Next for Levi Roots?

At 67 years old, Levi Roots continues to expand his business empire. His upcoming projects include:

• New product launches – Expanding the Reggae Reggae range with new flavours
• International expansion – Growing the brand in North America and Asia
• New cookbook – A follow-up to his successful recipe collections
• Television projects – New documentary and cooking show ideas
• Restaurant concept – Plans for a Caribbean restaurant chain

Levi Roots Net Worth Summary

*All figures are estimates based on publicly available data and industry analysis. Net worth values are subject to change based on market conditions and new earnings.