Sales of Levi Roots’ Reggae Reggae sauces have fallen sharply in 2013.

The brand enjoyed rapid growth after Roots appeared on Dragons’ Den in 2007, but the Top Products Survey reveals value sales of its table sauce have fallen 10.1% to £4.3m on volume sales down 17% in the past year. Its cooking sauces have fared even worse, with value down 28% on a 38.5% fall in volume.

A Levi Roots spokesman said Reggae Reggae was a “national favourite” and that lines such as wrap kits and soft drinks had been a success. The business plans NPD and marketing for 2014 to bring new shoppers to the brand.