June 7, 2011, 11:14 am

The producer of Reggae Reggae sauces, ketchup, relishes, cooking sauces, ready meals, soft drinks, pizza and cookbooks, is now branching out into the highly competitive crisp market.

Launching later this month in to Tesco stores nationwide, the new hand-cooked Levi Roots’ Reggae Reggae crisps come in two flavours, Reggae Reggae and Caribbean Chilli Beef.

The crisps are being launched in 150g bag format with an rsp of £1.79 to tap into demand for sharing products.

The ‘groove-cut’ snacks also target the growing market for ridged and crinkle-cut crisps and follow the launch of Walkers Crinkles this April.

Melvin Glynn, MD of Burts Chips, which is making the range under licence, said:

“The crisps cater for consumers looking to discover new flavours and represent everything people love about Reggae Reggae: spice, sharing and socialising.”

Roots, who got his break following an appearance on Dragons’ Den, has continued to expand his product range since in launch.

Kate Waddell, MD of consumer brands at Dragon Rouge, said:

“Roots has been a phenomenon in terms of the speed and extent of brand stretch.

“He’s hit the zeitgeist of the past few years a personal story, authenticity, provenance and the consumer desire to support the underdog.

“In many ways, the nature of the brand lends itself to suggesting new occasions and food partners both in terms of the entrepreneurial spirit and also the taste of Reggae Reggae sauce.”

For more information on the brand click here to visit the website.


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