Caribbean flavour to shopping.
Levi visited Morrisons store, in Coventry Road, Small Heath, to meet customers and to promote his products.
He stayed at the supermarket for two hours rustling up dishes using variations of his Reggae Reggae Sauce. Santok Singh, deputy manager at the supermarket, said: "It proved to be really popular.
"It created a lot of interest and lots of our customers enjoyed watching Levi rustle up food for them to taste using his special sauces."
Levi shot to fame and fortune after appearing on the fourth series of Dragons' Den where he secured PS50,000 of investment for a 40 per cent share in his business.
Supermarkets snapped up his sauce and by 2010 the value of the brand had soared to an estimated PS30 million.
Levis is also an accomplished musician and hosted television cooking show Caribbean Food Made Easy on BBC2.
Levi Roots at the Morrisons store in Small Heath with shoppers Donna and Paula Ball from Solihull.