Levi Roots hasn’t quite reached the level of stardom of fellow Jamaicans Bob Marley and John Barnes.
For any non UK folk reading this, Mr Levi Roots is a man who was introduced to us by the wonders of reality business show Dragons Den. Instead of being all boring like everyone else, he pitched his Reggae Reggae sauce product with a song. Whilst sporting dreadlocks!
After spunking £50,000 worth of investment into the sauce product, rich person and rubbish TV advert star Peter Jones has taken Levi Roots everywhere. So much so that it’s starting to get a tad annoying. The bloke is only releasing an album in a couple of months. Maybe we can eat it after realising it sounds gash.
The name Levi Roots doesn’t conjure up the image of a man working in a kitchen where he bottles up sauce. Instead, it sounds like some jeans that have been genetically altered to contain octopus tentacles. One day perhaps, one day.
With Dragons Den it’s rare to see any of the products ever reach the high street. And we don’t mean the shit ones either, such as gadgets that translate what your pet barks at you. For once, Levi Roots has a product your everyday person on the dole can afford.
After getting the investment he needed to distribute his Reggae Reggae Sauce, it didn’t stop there. Oh no, 600 branches of Sainsbury’s weren’t good enough at all. Perhaps Jamie Oliver got cross that someone else was giving Sainsbury’s some press and threatened to marinate his own nuts in Reggae Reggae Sauce to tarnish the product’s image.
Logically, he then went on to cooking programmes! Amazingly, he was classed as a celebrity after appearing on screen for roughly twelve minutes and went on Ready Steady Cook. Despite being the nation’s favourite, he sadly lost to someone called Lesley Walters. Wikipedia tells us she was one of the first cooks on This Morning. Get her.
With the original product, you could dollop Reggae Reggae Sauce on to anything you wanted. Chicken, ice-cream or even soup. Whatever you bloody felt like. And now, all of a sudden, you can get even more ripped off at Subway sandwich shops! For a couple of extra quid, you can now have a spicy yummy snack that comes dripping in sauce.
Being crap on Ready Steady Cook didn’t stop Levi from annoying us on the TV. Very recently, he has been given his own show. Here you can see how he whips up authentic sunshine food. If you can’t be arsed to do it in real time with him on the TV, you can catch up with the book! Part recipe and part crap biography, it literally has everything you’d want to know about cooking. To an extent, we can appreciate why he is doing this.
However, he is releasing a single and an album. Jesus, why do we need this in our lives? Hooray for you Levi Roots, you made a sauce that tastes quite nice and is better then the majority of store brand stuff. But does Mr Heinz perform an arousing dance? Ever seen the various members of parliament break into song to celebrate H.P sauce? No you haven’t.
Anyway, he is releasing more unrelated cooking sauce crap. If you really need to know, the single – So Out of My Mind – is released on October 5 and the inevitable crap album Red Hot follows on October 19.
When they come to pulp the unsold 10,000 units, maybe we can use them as Reggae Reggae coasters for our Reggae Reggae lager drink that is a peachy 5% with an added spice kick.
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{ 14 comments… read them below or add one }
Oh shut up you bitter tit!
Hecklerspray is indeed a twat!
It’s about time more is heard about Caribbean cooking, it’s sensational. We’ve done curry and Italian food to death. I appreciate anyone who does something productive and innovative with their lives like Mr. Roots instead of sitting on their a*se and writing poisonous rubbish all day. Get a life!
Why are the only people that comment on this ones that complain?
We all know the tone of Hecklerspray, either like it or don’t read it!
I would really like to see Mr Heinz do an arrousing dance, can you make that happen please?
An annoying self-publicist he may be, but he’s far from the first food product figurehead to try this. Who could forget Arthur Guinness’s novelty Christmas hit ‘Guinness Is Good For You, So Leave Some Out For Santa And A Drop For Rudolph Too’, John Harvey Kellogg’s brief (and unpopular ) stint as the sixth Marx Brother or the infamous interspecies porn film starring the Quaker Oats man and the Cadbury’s Caramel rabbit?
Don’t forget that Levi Roots was a respected reggae muscian before he got into the food business. He was nominated back in 1998 for a Mobo award as the best reggae performer. So he diversified from music into sauce (hence the slogan “put some music in your food”).
hmmm..one word can sum up what’s at the heart of the long nonsensical and somewhat dull ramblings from Matt:
JEALOUSY!
Get kicked off Dragon’s Den did you? jeeez! If not, those are certainly the warblings of a scorned individual!
Dude, seriously, take a chill pill and find something more constructive and proactive to do then to slate someone who has ambition, intelligence and a passion for creativity…qualities you clearly lack.
Good luck.
Matthew you greasy twat!! When you think of famous black people was all you could come up with were Sir Bob and John Barnes?!!! Sad sad man! Leave Mr Roots in peace, he’s doing his bit to promote caribbean cooking in a way that no one else in this country has!! It was refreshing to see how he incorporated his recipies using a mix of caribbean and local british foods. As a black british woman it is heart warming to see a black man in this day and age portrayed in a positive light being well recieved by his white counterparts. Cook on Mr Roots….Lord a mercy!!!!! and Fabulosus!!!!
I’v never commented on anything on the internet before but i found this useless tw@ ‘s little blog on Levi Roots (thats you hecklerspray) and couldn’t resist.
I think its pretty sad how you’v made such a big deal about this.
Dude, before you go slating this guy, who has done very well for himself, with a damn tasty sauce, you might wanna do your research!!
the guy was originally a musician you f**ing idiot!
OF COURSE he’s going to release some music if he wants.
Oh man, i wish i could have said this to your face.
Not looked into your background but it appears you’v got some sort of internet following as a blogger.
“Gossip for Grown Ups” that some sort of Modern-Irony is it as your whining on like a little b1tch dude! Nice one!
The real world too much for you huh? Angry at society for not handing you a silver spoon? Can’t get a girlfriend..? Or is it that your boyfriend recently dumped you?
Either way dude, you suck, and for a full-time geek with too much time on your hands you should learn to do your research before getting up on your high horse about something you clearly know nothing about.
Paul O’Flynn
Over and Out
Yes Matthew, well done and big up to you!!
Well done for doing such an in-depth analysis but all the credit that you’ve given Levi is based on limited information that you have access to.
If you were aware of the things that I know, then your sentiment would be completely different. for example, what would your reaction be if you were told that Levi was not the creator of Reggae Reggae Sauce and in fact he stole the recipe from a disabled man in Coldharbour Lane, Brixton. He hasn’t only stolen the recipe but he has denied this little disabled man who had been his friend and his benefactor for about 19 years.
I would like you now to write your blog based on this information and if you’re curious and need more in-depth information then you can respond and I will be glad to provide it.
AMANDA HIGGINS: If all the journalists in the kingdom and all the solicitors were in capable of gaining this information how is it that you know this to be true?
This appears to be along the same unfounded and poorly researched statements as the original artical (though artical suggests their was some level of intelligence used to write it)
Well said Paul o’flynn, got a real bad jealousy thing going on there hekshiqc*nt spray or whatever your name is, Levi (Keith) didn’t steal that sauce it has been in his family for years!!!
C’mon ppl the hecklerspray is highly provocative and does it deliberately…dont be suckers.