Reggae Reggae Levi won't forget his Roots

LEVI Roots has said he has no plans to step away from his Reggae Reggae sauce business, as customers buy into his name rather than the product.

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The Jamaican-British businessman and celebrity cook said he will “always have to be there for the business” that he created.

Roots, 67, shot to fame when he appeared on BBC2's Dragon's Den in 2007, securing investment for his jerk barbecue sauce that went on to hit the shelves of major retailers.

He told the PA news agency he was “loving it so much" as he continued to be “passionate” about the brand.