Levi Roots, creator of Reggae Reggae sauce and undoubtedly the biggest success of BBC’s Dragons’ Den, is pleased to unveil a new look for the brand, the first re-design since the sauce first launched in Sainsbury’s more than seven years ago.

NEW-LR-Jerk-sauceFrom its beginnings as just one sauce variety in 2007, the Levi Roots brand now spans a broad range of grocery categories with more than 50 products in the portfolio, proof of the consumer appetite for Caribbean cuisine and flavours. With the aim of recruiting new consumers into the brand, the re-design will first be unveiled across the Reggae Reggae condiments range, including the legendary Original Reggae Reggae Sauce, in June. Other products across the range will adopt the new look in the subsequent few months.

Positive growth in the first quarter of 2014 has seen the condiments range growing ahead of the market – 3.8% value growth and 42% penetration growth (Nielsen Scantrack: 12 weeks to 15/3/14) – an uplift that is forecast to continue as the makeover ignites interest from existing fans and engages with new consumers.

The pack designs, created by London brand design agency Hornall Anderson, remain true to the brands values of Caribbean heritage and ‘Put Some Music in Your Food’ with Levi’s trademark guitar featuring heavily. Levi’s instantly recognisable dreadlocks also remain recognisable on-pack, but with a portrait replacing the previous silhouette.

The launch of the new packaging will be supported with a significant shopper marketing campaign to raise awareness of the new branding at the point of purchase, followed by a fully integrated above the line campaign in the Autumn.

Levi Roots commented; “The brand has evolved greatly over the last seven years and our focus has been very much on providing great products with fantastic flavours to allow customers to continue supporting the brand. Now that we have achieved this diversity, seven years after slaying the Dragons, it feel like the right time to give the brand a whole new look. We are all excited by this new dubbed up design as we continue to put some music in your food.”

Levi Roots


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