Levi Roots is launching a new drinks brand, Reggae Sunrise, in collaboration with Nichols plc, the company behind Vimto.
The Merseyside international soft drinks firm will be manufacturing the Caribbean inspired flavour across its carbonated and energy ranges.
“Designed to deliver bold flavour, strong visual impact and genuine consumer curiosity, Levi Roots Reggae Sunrise offers retailers a compelling way to freshen up their fixture and drive incremental sales across carbonates and energy,” said Angela Reay, Marketing Director at Nichols.
Roots was discovered through Dragon’s Den in 2007, when he pitched his Reggae Reggae Sauce and received backing from Peter Jones. Straight after transmission Sainsbury’s agreed an exclusive distribution deal and in the first few weeks it was outselling the brand leader.
Reggae Sunrise aims to capitalise on that success by tapping into flavours popular with today’s consumers, and adding Levi’s own authentic Caribbean twist.
“I’m excited to launch Reggae Sunrise, a vibrant new flavour crafted with the sweet and juicy taste of real passion fruit, and perfectly balanced with the smoothness of exotic papaya. It’s available in both my classic fizzy format and as an energy drink, so there’s something for every moment,” explained Roots.
“What makes Reggae Sunrise Energy even more special is the addition of a pinch of turmeric for an added kick — designed to awaken your tastebuds, as well as your body and mind. It’s incredibly important to me that every drink in my range is not just energising, but genuinely delicious.”
The launch will be supported by a high-impact, multi-city sampling campaign and a social and PR calendar, under the banner – Awaken The Nation.
