Many UK entrepreneurs enjoy watching Dragons' Den, and will have seen in the most recent series the investment made in Levi Roots and his Reggae Reggae Sauce.

Well, it's out now in the shops and I decided to give it a try. I wasn't really sure what to do with it, so I threw some in a Chilli Con Carne and also had it as a dip.

I'm not really a food critic so can't offer a particularly detailed appraisal of it's effects on the palate but upon a first sniff, it seems oddly familar of other flavours. The taste is tomatoey with quite a kick of heat at the end.

Now, If for any reason you can't get to Sainsburys to buy your own, then you may consider my own recipe (Rob Rob Sauce? Monetise This Sauce?) which will give you a very similar effect:

Get some tomato ketchup. Get some brown sauce. Add some chilli powder. Mix.

Of course, Reggae Reggae Sauce is based on a family secret recipe and I wouldn't want to imply that's what it is, but err... I think it might be!

The interesting thing about Reggae Reggae Sauce is that it success in getting investment on Dragons' Den wasn't really anything to do with a sound business model, it was to do with an engaging character, a catchy tune and the fact it was showcased on TV and now we can all get involved by spending less than £2. It's a souvenir for the viewers. In a way, I find I object to the fact that Dragons' Den is no longer our window into the process of business, it IS the process - and being on there can make a business just though exposure.

Labels: dragons' den, reggae reggae sauce, tv