Fruit juices and fizzy drinks are being added to Levi Roots' Reggae Reggae portfolio to bring a taste of the Caribbean to the market.

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.