Dragons' Den legend signs for ITV's first Celebrity Big Brother

24 January 2024 , 07:00

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Levi will be swapping his normal life for Celebrity Big Brother (Image: Ken McKay/ITV/REX/Shutterstock)

Celebrity Big Brother chiefs have already signed one major name for the show.

It comes two months before the revamped series airs on ITV following the success of the civilian series last year. But while names have been speculated for months, one celeb has signed on the dotted line.

This year, bosses have splashed out to ensure that the biggest names will be heading into the world-famous house but despite Rebekah Vardy being at the top of the list, she was later culled. Now, The Mirror can reveal the name of one star who is preparing to bare all for the cameras.

Chef and television personality Levi Roots will be waving goodbye to his normal life and will instead be moving in with a string of famous faces. A source told the Mirror: "Levi will be great for the Celebrity Big Brother house. He's got a few exciting projects coming up and he's such a fun character."

Levi Roots will be heading into the Celebrity Big Brother house, the Mirror can reveal (Ken McKay/ITV/REX/Shutterstock)

Levi has been branded an 'inspiration' (David Fisher/REX/Shutterstock)

They added: "He's self-made and is an inspiration to a new generation." He became known for Levi Roots' Reggae Reggae Sauce in 2016, selling 4,000 bottles at Notting Hill Carnival. He was subsequently spotted at a food trade show by a BBC producer who encouraged him to appear on Dragons' Den in 2007.

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It was on Dragons' Den that he sought a £50,000 investment for a 40 percent stake in his business, which eventually saw Sainsbury's stocking the jerk barbecue sauce. But Roots, 65, is no stranger to television, having cemented himself as a frequent name on cooking TV shows, including BBC's Ready Steady Cook.

Levi first appeared on Dragons' Den in 2007 (BBC)

His trip to the Big Brother house won't be his first though. In 2013, Levi entered the civilian house as a special celebrity guest and cooked a traditional Caribbean barbecue for the housemates, as well as treated them to a short performance of his music, having previously performed for Nelson Mandela.

Although no transmission date has been confirmed, it's expected that Celebrity Big Brother will air in March – as have previous seasons of the show on Channel 4 and Channel 5. Announcing its return last year, ITV said: "Celebrity Big Brother will see a new cast of famous faces isolated from the outside world as they embark on the ultimate social experiment, taking up residence in the iconic Big Brother house.

"Leaving luxury behind, the celebrities will take part in weekly nominations and tough tasks with cameras capturing their every move. Who will win the hearts of the nation, go all the way to the finish line and be crowned the winner?"

A spokesperson for Big Brother said: "Any names for Celebrity Big Brother are purely speculation."

Daniel Bird