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Reggae brand lands UK drinks distributor
by jamaicaobserver.com - 17/03/2011
"JAMAICAN-born chef and musician Levi Roots secured a deal to expand his Reggae Reggae empire through a lucrative UK licensing arrangement for his soft drinks."
Nichols, the maker of Vimto, has licensed the brand for the UK market.
"We are pleased to announce that we have agreed to license the Levi Roots (Reggae Reggae) brand exclusively in the UK soft drinks category," stated John Nichols non-executive Chairman of Nichols, a UK-based drink manufacturer in remarks which accompanied the financials. Nichols posted a 23 per cent rise in year-end profits to £15.1 million. The deal would likely grow the company's profit due to the fast-paced growth of the world-themed drink market. The company also announced its own plans to launch a range of Caribbean-themed soft drinks.
"In April 2011, we will launch a range of branded Caribbean soft drinks aimed at the 'world food cuisine' category -- which is one of the fastest growing sectors in retail," stated Nichols.
Nichols' brand portfolio includes Vimto, sold in over 65 countries and Sunkist & Panda, which are sold in the UK. The Group has a leading market position in both the "Stills" and "Carbonated" drinks categories and also in the soft drinks on dispense market, where its brands include Cabana, Ben Shaws & Dayla.
In January 2007, Levi Roots was invited on to the BBC show Dragons' Den where he sang about the virtues of his Reggae Reggae Sauce and became the most "famous" participant on the show.
Roots, in exchange for a 40 per cent stake in his business, secured the support of millionaire 'Dragons', Peter Jones and Richard Farleigh for £50,000. Peter Jones helped to get the sauce listed by Sainsbury's supermarket. The Reggae Reggae products include sauces, fresh and frozen foods and juices.
However, The Reggae Reggae Sauce story began in Jamaica in the early 70s when Levi's grandmother, Miriam Small taught him to cook, according to his fan page. Roots moved to England and sold his sauce for many years at the Notting Hill Carnival.
His success has allowed him to visit hundreds of schools to encourage the youth to "adopt a positive approach and to show that you can succeed from humble beginnings".
Read more: http://www.jamaicaobserver.com/business/Reggae-brand-lands-UK-drinks-distri butor_8528251#ixzz1Gqoh2JxC
More Details: http://www.jamaicaobserver.com/business/Reggae-brand-lands-UK-drinks-distributor_8528251
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