Levi Roots’ sauce is one of the most high-profile success stories from the BBC television series Dragons’ Den. Roots (real name Keith Valentine Graham) delivered a memorable pitch for his variation on a barbeque sauce and was able to secure a £50,000 investment from Peter Jones and Richard Farleigh for a 40% stake in his business.
With the business now valued at over £35 million it has clearly been a triumph — both for the entrepreneur himself and for the investors, who have enjoyed one of the largest returns on investment in the show’s history. Recognising the potential for a new product in a market that was at the time dominated by Heinz was a triumph in itself. The timing of the launch was inspired, as it came at the height of the show’s popularity and also as customers were beginning to become more adventurous with their choice of condiments.
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