Advice for growing businesses

Levi Roots: Using personality power to attract customers

28 April 2015

Levi RootsLevi Roots famously won over the investors in Dragons' Den with a catchy song about his Reggae Reggae Sauce. Since his 2007 appearance, Levi's products have appeared in leading supermarkets and he's preparing to launch internationally.

"In Dragons' Den, they use the word 'USP' a lot," says Levi. "I didn't know what it meant then. Now I do - it has to be your mantra. What's special about you? What makes people want to work for you?"

"We are AB (Associated British) Food's favourite brand because we've got personality - how can Tate & Lyle compete against a Rastaman from Brixton with three-foot-long dreadlocks?

"It's all an extension of Levi Roots - myself as a person and what I'm capable of. That's what people are buying - so it's a little different from a Heinz sauce!"

"I've just completed five years of building the business and am now looking to broaden it out. This year, I'll be taking it to the USA, the West Indies, Africa and Australia.

"We lend our licence of the Reggae Reggae Sauce brand to the food company AB Foods. But the business isn't just Reggae Reggae Sauce. It's about Levi Roots. There's also the restaurant, the brand and the music. It's a unique set-up."

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