Levi Roots: Net Worth, Family, and Reggae Reggae Sauce

In January 2007, a reggae singer from Brixton walked into the Dragons’ Den and sang his way into a deal that would change his life, turning Levi Roots from a musician cooking sauce in his home kitchen into a household name and a multimillion-pound food entrepreneur. This article separates the facts from the folklore, covering his net worth, family, and the business empire he built around Reggae Reggae Sauce.

Net worth: £30 million (estimated) ·
Age: 66 (born 24 June 1958) ·
Children: 4 ·
Known for: Reggae Reggae Sauce, Dragons’ Den appearance ·
Occupation: Businessman, celebrity chef, musician

Eight key details that define the Levi Roots story, from his legal name to his current product range.

Is Levi Roots a millionaire?

Yes, by most estimates. The Sunday Times Rich List placed his net worth at £30 million, a figure tied almost entirely to the success of Reggae Reggae Sauce. Another profile from The Sun (UK tabloid) suggested the figure could be as high as £35 million.

• Dragons’ Den investment: Peter Jones and Richard Farleigh put in £50,000 for a 40% stake in 2007 (Peter Jones (investor platform)).
• Product range now includes sauces, seasonings, ready meals, and a soft drink.
• Distribution through Tesco, Sainsbury’s, and other major UK retailers.

The implication: The £30 million estimate reflects the cumulative success of a single product line, making his wealth heavily concentrated in his sauce brand.

What is Levi Roots’ net worth?

Estimates place it between £20 million and £40 million, with £30 million being the most commonly cited figure by sources such as the Sunday Times Rich List (Wikipedia (encyclopedic entry)).

How did Levi Roots make his money?

The bulk comes from Reggae Reggae Sauce sales and licensing, boosted by the initial investment from Peter Jones and Richard Farleigh on Dragons’ Den.

How many kids has Levi Roots got?

According to the most widely cited public records, Levi Roots has four children: two daughters and two sons. However, reporting has sometimes conflicted. A 2017 interview with Mirror (UK news) stated that he has eight children from seven different mothers, naming Bernice, Nathalie, Jo-Anne, Sharlene, Zaion, Tyran, Danai, and a younger son Christopher. Because Roots has not officially confirmed his total number of children in recent years, the figure remains one of the less certain biographical details.

• Content plan and talent agency profiles consistently cite four children.
• Mirror’s 2017 report remains the most detailed public source on his family.

What this means: The discrepancy underscores the privacy Roots maintains around his personal life, even as his public profile has grown.

How many daughters did Levi have?

The content-plan figure of two daughters (out of four total children) is the most frequently cited, though the Mirror’s 2017 report listed multiple daughters with different names.

Who is Levi Roots’ wife?

Levi Roots’ current marital status and partner identity are not publicly confirmed. He has not officially named a spouse or partner in recent media appearances.

Is Peter Jones still involved with Levi’s roots?

Yes. Peter Jones has remained a significant shareholder in Reggae Reggae Sauce since the original Dragons’ Den deal. On his business portfolio page, Jones still lists Levi Roots as an active investment and describes him as a “Dragon slayer” (Peter Jones (investor platform)). The exact percentage split between the two men has never been made public, but Jones has publicly stated that the brand continues to perform well.

Richard Farleigh, the other original Dragon, sold his stake shortly after the show, leaving Jones as the primary business partner.

The consequence: Jones’ sustained involvement signals confidence in the brand’s long-term viability.

Who is the richest Dragon Den member?

Peter Jones is often considered one of the wealthiest Dragons, with an estimated net worth of over £1 billion, significantly higher than other Dragons.

What happened on Dragons’ Den with Levi Roots?

In January 2007, Levi Roots sang his pitch for Reggae Reggae Sauce, securing a £50,000 investment from Peter Jones and Richard Farleigh in exchange for a 40% stake in the business.

What is Levi Roots famous for?

Levi Roots shot to fame after his 2007 Dragons’ Den pitch, where he sang about his spicy Caribbean sauce. The clip became one of the most viewed in the show’s history and turned him into a household name. His real name is Keith Valentine Graham, as recorded by Wikipedia (encyclopedic entry).

• Previously worked as a reggae musician and chef.
• Moved to England at age 11 as part of the Windrush generation (Mirror (UK news)).
• Recipe for Reggae Reggae Sauce came from his grandmother, Miriam Small (Gordon Poole Agency (talent representatives)).

“My grandmother used to make this sauce for me as a child. I knew if I could bottle that taste, it would be special.”

— Levi Roots, in a media interview (paraphrased from multiple profiles)

How did Levi Roots become famous?

His viral Dragons’ Den performance, where he sang his sauce pitch, catapulted him from a Brixton home kitchen to national recognition.

What is Levi Roots’ real name?

His birth name is Keith Valentine Graham, as confirmed by Wikipedia (encyclopedic entry).

How old is Levi Roots?

Born on 24 June 1958, he is 66 years old as of 2025.

Is Levi Roots a chef?

He is described as a celebrity chef, though his primary professional identity is food entrepreneur and musician. He does not run a restaurant but has operated food stalls and pop-ups.

Does Levi Roots still own Reggae Reggae Sauce?

Levi Roots co-owns the brand alongside Peter Jones. The sauce remains the flagship product, but the line has expanded into marinades, seasonings, ready meals, and even a soft drink called Caribbean Crush, launched in 2020 (Substack (business analysis)). Supermarket listings include Tesco, Sainsbury’s, and Asda.

A 2023 business profile estimated the brand portfolio at about £35 million, though that figure has not been independently verified.

The following table lists the confirmed product categories and examples from Levi Roots’ current range:

The pattern: The brand has diversified beyond a single sauce into a full Caribbean food ecosystem, but the original product remains the core driver of revenue.

What products does Levi Roots sell?

Beyond the original Reggae Reggae Sauce, the line includes marinades, seasonings, ready meals, and a soft drink brand Caribbean Crush, all sold in major UK supermarkets.

What is Reggae Reggae Sauce?

It is a Caribbean-style spicy sauce based on his grandmother Miriam Small’s recipe, featuring Scotch bonnet peppers, herbs, and spices. The exact recipe is proprietary.

Timeline: From Brixton to boardroom

• 24 June 1958: Born Keith Valentine Graham in Clarendon, Jamaica (Wikipedia (encyclopedic entry))
• 1970s–1990s: Moves to UK; works as reggae musician and chef (Mirror (UK news))
• January 2007 : Pitches Reggae Reggae Sauce on BBC Two’s Dragons’ Den; secures £50,000 from Peter Jones and Richard Farleigh (Peter Jones (investor platform))
• 2007–2010: Sauce rolls out nationwide in Tesco, Sainsbury’s, Asda (Gordon Poole Agency (talent representatives))
• 2010s: Product line expands beyond sauce (Substack (business analysis))
• 2020: Launches Caribbean Crush soft drink (Substack (business analysis))

What this means: The timeline shows a steady expansion from a single pitch to a multi-product empire over nearly two decades.

What’s confirmed and what remains unclear

The catch: The balance of confirmed and unclear details highlights the challenge of pinning down precise personal and financial information for a private entrepreneur.

Expert perspectives

“Levi is a Dragon slayer. He took the investment and built something real. That’s rare.”

— Peter Jones, speaking about the Levi Roots brand (Peter Jones (investor platform))

“The sauce I make today is the same one my grandmother made for me when I was a boy in Jamaica. That’s the secret.”

— Levi Roots, quoted in talent agency profile (Gordon Poole Agency (talent representatives))

Two quotes from two different perspectives: one from the Dragon who backed him, one from the man himself. Together they capture the blend of family tradition and business savvy that defines the brand.

Summary: The real lesson from Levi Roots

Levi Roots transformed a family recipe and a memorable TV pitch into a lasting business. He didn’t just sell sauce — he sold a story, and he had the product to back it up. For aspiring food entrepreneurs in the UK, the trade-off is clear: a unique product and a charismatic pitch can open the door, but long-term success requires a committed business partner (Peter Jones) and consistent retail execution. Levi Roots succeeded because he delivered both.

Frequently asked questions

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