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ITV The Chase Celebrity Special: Levi Roots’ net worth, tough childhood and why he still lives on Brixton estate


Levi Roots was fired into the spotlight after his unorthodox and ultimately successful pitch to the Dragons Den in 2007.

He secured £50,000 during his negotiations with Richard Farleigh and Peter Jones with his bright personality and musical talents capturing a nation.

Since his time on the show, the 63-year-old has turned that money into a success story.

READ MORE: ITV Who Wants To Be A Millionaire: The first £1m winner from London who is related to royalty and says being divorced helped her win

The Jamaican-born entrepreneur is now worth a massive £35 million pounds and has seen his sauce on shelves across the country, big and small.

Despite his fortune, Levi has reportedly stayed very grounded.

He has lived in Brixton since he was 11 years old and is reported to still live in the same flat he rented after he left prison on drugs offences in 1991, a long time before he would make his millions.



The sauce of Levi's success
The sauce of Levi’s success

Reportedly he was paying £450 a week for the two-bedroom flat, even after his meteoric rise.

Although unclear if he still lives in the same property, Levi’s connection to Brixton is very strong and he has spoken many times about how he can’t imagine living anywhere else.

He has famously said about his success: “People say I came a long way from Brixton, but I never left.”

To exemplify the contrast of his life before and after Reggae Reggae went mainstream Levi spoke to the Guardian, saying: “I was given the keys to Brixton market a few years ago.

“When I accepted, I made a little quip. I said I must have burgled every house in Brixton as a kid growing up, and here they are giving me the keys.

“It just goes to show you can change. I still live in Brixton: the place I feel I belong.

“When I walk down the street, I’m the essence of what the possibilities are, people tell me that. That’s what the keys symbolised.”

Levi has also spoken about how tough his childhood was, losing his youngest brother just after he was born and being left in Jamaica at the age of 4 by his parents.

He told the Guardian “My parents, Lassel and Doreen, came to Britain when I was four.

“The plan was to work hard, buy a house and send for us.



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“Every year, a suitcase would arrive and we would know one of us was leaving to join them. I was last. I didn’t see them again until I was 11.”

After being looked after by his grandparents in Jamaica, Levi wasn’t prepared for secondary school in the UK and said he really struggled at first, only learning to spell his own name at 12.

This inspired him to look for other pursuits and became a musician working with Maxi Priest and James Brown.



Levi sticks to his musical roots
Levi sticks to his musical roots

Levi’s complicated life has been made more simplified by his success, with him delegating a lot of the responsibilities of his business to people he trusts.

Speaking about how he hopes his life-changing business has affected his family he said: “I have seven older children – four girls (Bernice, Nathalie, Jo-Anne, Sharlene) and three boys (Zaion, Tyran, Danai) aged from 27 to 40 – and a four-year-old son, Christopher.

“I’m hoping they are inspired by what their dad has done. I’ve got to be a shining example for them.

“When it comes to being a father the second time around, I now have hindsight. A great thing.

“Now, I am the best Levi Roots I can be. I was still learning while having my other kids and I wasn’t the best of me.”

Levi will be battling it out against the Chasers on The Chase Celebrity Special on ITV on Saturday at 8:30pm.

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