The product will debut in time for the barbecue season and line up alongside the original Reggae Reggae sauce, and is designed to meet the demand for a hotter sauce in the condiment category.
The sauce is distributed by AB Foods and the company marketing manager Shah Khan says: “We created Red Hot Reggae Reggae Sauce with the aim of fulfilling our existing consumer’s needs, who are fans of the original but would like an offering with more heat, as well as enticing new consumers to try it.
“This new variant will attract incremental consumers who are demanding stronger flavours for marinades and looking for new ways of making their everyday meals more interesting.”
Levi Roots is also launching a Reggae Reggae drinks range. The venture is under licence to Vimto Soft Drinks.
The drinks range will be available in Asda and Tesco from 27 March and is to be stocked in the impulse trade, including convenience stores such as Spar, from the first week of April.