Posted 20 hours ago

Levi Roots Reggae Reggae 40 g (Pack of 20)

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The crisps cater for consumers looking to discover new flavours and represent everything people love about Reggae Reggae: spice, sharing and socialising," said Melvin Glynn, MD of Burts Chips, which is making the range under licence.

Big up my fellow REGGAE REGGAE lovers, I have teamed up with the crew at Burts Chips to provide you with the tastiest, crunchiest and most jammin crisps around. As soon as I met the team, I knew we’d hit the groove. Other recent launches under the Levi Roots brand include the Rasta Pasta pasta sauce from AB World Foods, Reggae Reggae crisps produced by Burts Chips, and ambient juices from Vimto Soft Drinks.


Together with my knowledge of JAMAICAN cuisine, we combined the unique flavours of my sauce with the finest quality potatoes around, to make a crisp that provides a true Caribbean crunch with every mouthful! Trust me, these crisps are fabulous!” Roots has been a phenomenon in terms of the speed and extent of brand stretch," said Waddell, MD of consumer brands at Dragon Rouge.

He's given us Reggae Reggae sauces, ketchup, relishes, cooking sauces, ready meals, soft drinks, pizza, cookbooks and even a music festival so it was only a matter of time before Levi Roots put his name to crisps. 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." Despite its expansion into a wide range of product categories, there was no sign that Roots who got his break following an appearance on Dragons' Den or the Reggae Reggae brand were being over-extended, said branding expert Kate Waddell. For these crisps Levi has teamed up with Burts to create “ Groove cut crisps” and with a unique blend of colour, CAPITALS, and italics, this is what Levi had to say about it:

Levi Roots has announced his latest assault on the aisles of Britain’s supermarkets the launch of a range of spicy pasties and wraps with Ginsters.

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