“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.