Levi Roots brings Caribbean to the ready meal aisle
In a launch described as Levi Roots' biggest move since his breakthrough appearance on Dragons' Den, the Caribbean food entrepreneur is launching a ready meals range.
Roots has teamed up with Kerry Foods to launch the nine-strong Levi Roots-branded line-up, which rolls into Tesco at the end of this month.
Roots' first ready meal range is based on updated versions of traditional Caribbean recipes, including a Jamaican coconut and chicken curry made with mangos, aubergines and chillies to add a modern twist. Other recipes in the range, which is targeted at young adults and families with older children, include Reggae Reggae Chicken and Caribbean Curried Noodles (rsp: £2.99).
"This is real home-style Jamaican cooking that takes me back to my childhood," said Roots.
The strength of the brand and generous portion sizes would be key contributors to the success of the range, said a Levi Roots spokesman.
He added that the brand had doubled in value in the past year to about £30m.