Caribbean food entrepreneur Levi Roots is expanding his range of ‘squeezy’ bottled sauces with the launch of two new relishes – Mango & Chilli and Reggae Reggae Relish, which are now on supermarket shelves. The new condiments mark the brand’s first venture into the relish category and will sit alongside Reggae Reggae Tomato Ketchup and the newly introduced ‘squeezy’ Reggae Reggae Sauce to create the brand’s exciting new ‘squeezy’ sauces portfolio.
With the launch of the relishes and ‘squeezy’ Reggae Reggae Sauce, the Levi Roots brand is hoping to capitalise on the increasing popularity of sauces, which are available in this handy format. Nielsen data shows that table sauces are worth £680m1 in the last year and average spending levels higher on ‘squeezy’ than standard bottles. Furthermore, the new relishes are set to revitalise, and add value to the pickles, chutneys and relishes category, which is worth £141m2 with the relishes category growing at a rate of 14%3 year on year.
Levi Roots’ New Relishes Range
Mango Chilli Relish is a mango-based sauce with a combination of Caribbean Herbs and Scotch Bonnet Chillies. Reggae Reggae Relish incorporates the original Reggae Reggae Sauce flavour with a mixture of vegetables including onions and carrots.
…And Reggae Reggae Sauce Goes ‘Squeezy’ too!
The brand’s original and best selling condiment, Reggae Reggae Sauce is also now available in a convenient ‘squeezy’ bottle. The jerk sauce and marinade has already proven to be extremely popular particularly during barbecue season and is currently the second biggest sku in the Hot and BBQ sauces category4.
…And not forgetting Reggae Reggae Tomato Ketchup
Launched in February 2009, Reggae Reggae Tomato Ketchup was the first of the Levi Roots range to become available in a ‘squeezy’ bottle.
Best described as a unique Caribbean style of ketchup, the sauce includes ingredients such as red Scotch Bonnet chillies, allspice and herbs, the condiment has been designed to add value to the tomato ketchup category, which currently accounts for 24% of table sauce sales with a growth of +18%5.
Commenting on the launch, AB World Foods New Business Development Controller Howard Morrish says; “With barbecue season fast approaching, consumers are on the look out for new ways to excite their taste buds, so we’re delighted to be launching Mango Chilli and Reggae Reggae Relish – perfect for consumers to enjoy with burgers, sandwiches or perhaps even as a base for a Caribbean inspired canapé!
“With the launch of the relishes, we have introduced an exciting innovation within the relish category, designed to provide consumers with even more choice when choosing condiments for their barbecue this season. Our aim is to grow the category with authentic new products and attract new consumers, as well as target those loyal relish users with two exotic new flavours. What’s more, the bottles are safe and easy to handle, while their squeezable format making pouring convenient, fun and perfect for all the family to use.
“We are also delighted to announce that original Reggae Reggae Sauce is also now available in a squeezy bottle, joining our family of squeezy sauces. We anticipate that it will prove just as popular as Reggae Reggae Tomato Ketchup which has received listings in all major supermarket chains and received a great response from consumers when launched last year.”
Mango Chilli and Reggae Reggae Relishes will be available from supermarkets from May 2010 with an RRP of £1.79.
1 Nielsen Scantrack 52 w/e 20.02.10
2 Mintel, Pickles Chutneys Relishes Report Sep 07
3 Mintel, Pickles Chutneys Relishes Report Sep 07
4 Nielsen Scantrack MAT value 21.03.10
5 Nielsen Scantrack 52 w/e 20.02.10
Levi Roots Reggae Reggae