Entrepreneur Levi Roots, who shot to fame following an appearance on BBC2’s Dragons’ Den show, is expanding his Reggae Reggae sauce empire with the launch of a range of cooking sauces.
Roots and brand manufacturer AB World Foods are hoping that a move beyond dipping sauces and into the kitchen will broaden the appeal of the Caribbean range by bringing families into the brand.
“Caribbean cooking is full of flavour and is intrinsically linked to family eating occasions,” said new business development controller Howard Morrish. “The new range will offer shoppers cost-effective, easy and tasty meals for the entire family that are easy to prepare.”
The three new products – Reggae Reggae Cooking Sauce, Caribbean Curry Sauce and Jamaican Brown Stew – will retail for £1.89 per 350g jar. They will be launched into Sainsbury's next month, before being rolled out to other retailers. To promote the launch, a consumer PR campaign starring Roots is in the pipeline and sampling activities are planned.
The launch doubles the size of the Levi Roots range, which previously consisted of three condiments – Love Apple Tomato Ketchup, Fiery Guava Dipping Sauce and the original Reggae Reggae sauce. Caribbean food has seen a 52% rise in value in the past five years, according to Mintel, and the Levi Roots brand is now worth £2.6m in the UK.
“We are set to capitalise on growth and the strength of the Levi Roots brand within the Caribbean category with this new range,” said Morrish.
“Caribbean cooking is full of flavour and is intrinsically linked to family eating occasions,” said new business development controller Howard Morrish. “The new range will offer shoppers cost-effective, easy and tasty meals for the entire family that are easy to prepare.”
The three new products – Reggae Reggae Cooking Sauce, Caribbean Curry Sauce and Jamaican Brown Stew – will retail for £1.89 per 350g jar. They will be launched into Sainsbury's next month, before being rolled out to other retailers. To promote the launch, a consumer PR campaign starring Roots is in the pipeline and sampling activities are planned.
The launch doubles the size of the Levi Roots range, which previously consisted of three condiments – Love Apple Tomato Ketchup, Fiery Guava Dipping Sauce and the original Reggae Reggae sauce. Caribbean food has seen a 52% rise in value in the past five years, according to Mintel, and the Levi Roots brand is now worth £2.6m in the UK.
“We are set to capitalise on growth and the strength of the Levi Roots brand within the Caribbean category with this new range,” said Morrish.
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