Roots is joining forces with Vimto Soft Drinks to launch this month. Vimto will make the drinks under licence the Reggae Reggae brand is co-owned by Roots, Dragons' Den entrepreneur Peter Jones and Roots' lawyer and handle manufacturing, sales and marketing.
The ambient juice line-up will be sold in one-litre Tetra cartons and come in three flavours Orange; Papaya 'n' Lime; Blood Orange 'n' Pomegranate; and Spicy Reggae Reggae Tomato Juice (rsp: £1.59).
The carbonated range will consist of Fiery Root Ginger Beer with Lime 'n' Honey, and tropical Caribbean Crush, and will be available in two-litre bottles (rsp: £1.69), 500ml bottles (rsp: £1.09) and 330ml cans (rsp: 65p). Packaging will feature the bright colours used across other Reggae Reggae products, along with Roots' dreadlocked silhouette.
The range faces competition from exotic drink brand Rubicon, which was the fastest-growing carbonated soft drink according to The Grocer's Top Products Survey 2010, with sales up 112% year-on-year [18 December 2010].
Roots' media profile will help drive the Reggae Reggae drinks, said Vimto MD Jonathan Bye. "I can't imagine a better marketing plan than Levi himself," he added. "He works 365 days a year he does public appearances all day and is on TV and radio a lot."
The Reggae Reggae brand is worth £30m in sales and grew 50% in 2010.