Dragons’ Den entrepreneur Levi Roots is taking on Heinz with the first Reggae Reggae squeezy sauce.

Reggae Reggae Squeezy Tomato Ketchup contains spice and red Scotch bonnet chillies and will arrive in Sainsbury's next month and Tesco in March.

It was aimed at mainstream ketchup users who wanted something a bit different, said distributor AB World Foods. “The ketchup will add value to the category with its Caribbean proposition,” said Howard Morrish, AB’s new business development controller.