The campaign, created by JWT London, will star the entrepreneur who became famous after an appearance on the BBC’s Dragons’ Den.
The Reggae Reggae brand, produced by AB World Foods and now reported to be worth £30m, includes ready meals, cooking sauces and snacks. In March, it extended into soft drinks, its first venture outside of savoury products.
Levi Roots is currently being sued by a former friend, chef Tony Bailey, over claims that he had agreed to share the profits from the original sauce.
