Levi Roots has added to his ever-expanding line-up with Rasta Pasta, marking his second product launch in a week.

The Caribbean-themed pasta sauce features sun-ripened tomatoes, pineapple and guava. It is available now in Morrisons (rsp: £1.89).

“Ambient Italian sauce is a very robust category that’s currently worth £359.8m  and is increasing year on year,” said AB World Foods marketing manager Shah Khan.

“However, growth in the category has slowed over recent years as consumers – particularly regular pasta eaters – are increasingly viewing Italian ranges as samey, bland and boring.”

Last week the Reggae Reggae entrepreneur launched a new line of ‘groove-cut’ crisps, adding to a range that includes soft drinks, ready meals, pizza and cooking sauces.

Read more
Now Levi Roots gets into the crisp market (3 June 2011)
Acid Test: Levi Roots Caribbean Crush (21 May 2011)
Roots manoeuvres: Dragons' Den star meets The Grocer (12 March 2011)

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