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FEATURE15 October 2018

Market performer

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FMCG Features Impact Leisure & Arts People UK

Thanks to a successful turn on Dragons’ Den, Levi Roots expanded his Reggae Reggae Sauce into the mainstream. Jane Simms talks to him about brand extensions, adapting to conventional tastes and staying true to his core consumers

Levi Roots is quite tricky to interview. He’s engaging, interesting, amusing – and even the reggae music thumping out in his Caribbean ‘rasta’raunt’ in London’s Westfield shopping centre isn’t a problem. But our conversation is ...