Here is something I wrote back in June 2012 that I thought I would repost.
Remember Levi Roots appearing on the BBC TV programme Dragons Den with his Reggae Reggae Sauce? It was certainly one of the most memorable pitches to the dragons. Since then a range of foods have been launched under Levi's brand. I was in Boots buying one of their meal deals a couple of days ago. Trying to decide what snack to have to go with my sandwich and drink I spotted they had packs of crisps in the distinctive Levi Roots brand packaging, well it had to be done. Looking at the back of my Caribbean Chilli Beef Groove Cut Crisps packet I see they are actually made by Devon based Burts Chips.
Looking at the Levi Roots website today in July 2016 I see Levi’s Caribbean Chilli Beef Groove Cut Crisps are still available along side Reggae Reggae Groove Cut Crisps and a large range of other Reggae Reggae foods. The packaging and branding does seem to have been updated. with a picture of a smiling Levi Roots.