I think it was an exclusive distribution agreement at sainsburys for a certain period of time, but the deal will have then expired allowing the company to licence it into other stores/distributors
The business model for what he has done is very neat, extracting maximum revenues from all applications of the sauce (including restaurant chain deals, trademark litigation etc) and they got the business was running slick before the exclusive deal with sainsburys ended. Then slowly started introducing new products and doing the same with them. They combined this with an excellent
pr campaign headed up by Levi personally.
the dragons are not idiots