Levi Roots from Brixton joins Celebrity Big Brother house

65-year-old Levi Roots joined the stellar cast of celebrities who entered the Celebrity Big Brother House last night (Monday).

Other housemates include former X Factor judge Louis Walsh, Kate Middleton’s uncle, Gary Goldsmith, Love Islander Ekin Su Culculoglu and the iconic Sharon Osborne.

Levi is most known for his world-famous Reggae Reggae sauce, which was created from his Brixton kitchen with his seven children lending a helping hand.

He rose to fame back in 2006, when he caught the attention of a BBC researcher while at the World Food Market, and was asked to appear on the hit show, Dragons' Den.

Curious, Levi asked his kids about it, but his website states that they “warned him” not to go on, fearing he'd face harsh criticism.

They said: “Dad, don’t go on that show, they’ll just tear you to pieces.”

Despite his doubts, Levi's mum encouraged him to see it as an opportunity to conquer the dragons, and the superstar eventually agreed to give up 40 per cent of his business in exchange for £50,000 and the backing of millionaire 'Dragons', Peter Jones, and Richard Farleigh.

With Peter Jones's help, the sauce got listed by Sainsbury’s, turning Levi's dream into a reality.

Levi was born in a small village named Clarendon, in Jamaica in 1958.

When he was a kid, he often assisted his grandmother in the kitchen, learning all about blending Caribbean flavours and using herbs and spices.

He also found his passion for music while attending the church where his grandmother sang.

In the 1970s, When Levi was in Jamaica with his grandparents, his parents were saving money and working hard in Brixton, so Levi and his five older siblings could join them.

Each year, they brought over one more child until it was Levi's turn to go.

In London, Levi experienced school for the first time and even got to check out the Notting Hill Carnival.

He had no idea that later on, he would have his own stall at the carnival selling the Reggae Reggae Sauce that would bring him lots of success.

At the Notting Hill Carnival in 1991, Levi combined his cooking with his love for music and created the 'Rasta'raunt'. It became a hit and is now a regular part of the Carnival every year.

Despite the sauce's popularity, it faced 16 years of rejection from banks and businesses who thought it seemed "too black" in appearance and sound.

Levi has since been invited to 10 Downing Street by Prime Ministers, launched his debut TV series, released a studio album, and launched his School of Life Tour, taking his message to children all over the country.

He also appeared in the hugely popular BBC series “Death in Paradise”, and made an Honorary Fellow of the Royal Agricultural University (RAU) for his continued contribution to entrepreneurship and food in 2019.

On his website, Levi said: “I will never forget that little paradise Content (in Jamaica) and my saintly grandmother, who helped to make me the success I am now.”

“I want to spread the word that if a black Brixtonian Rastafarian can make it with just a sauce, then you can make it too.”