Levi Roots has announced his latest assault on the aisles of Britain’s supermarkets the launch of a range of spicy pasties and wraps with Ginsters.
Rolling out next month under the Levi Roots brand, the range will comprise a Reggae Reggae Chicken Pasty, a Hot Chilli Beef Pasty and a Caribbean Lamb Pasty (all rsp: £1.99), plus a Reggae Reggae Beef Wrap (rsp: £3.49). Packaging will flag up whether a product is mild, medium or hot.
Other recent launches under the Levi Roots brand include the Rasta Pasta pasta sauce from AB World Foods, Reggae Reggae crisps produced by Burts Chips, and ambient juices from Vimto Soft Drinks.
“Levi Roots has worked hard to establish a contemporary brand that touches numerous categories and has a track record of adding incremental sales,” said Ginsters marketing head Andy Valentine.
While Ginsters has an exclusive agreement to produce chilled pre-packed Levi Roots pasties, Sainsbury’s sells a Reggae Reggae chicken pasty (rsp: £1.60) on its food-to-go counters and The West Cornwall Pasty Co sells a Reggae Reggae pasty on a limited-edition basis.