From British success of Notting Hill Carnival and the Dragons’ Den the popular line of Reggae Reggae products is returning to its Jamaican roots through a partnership with the Progressive Group of Supermarkets and others.
Developed by singer and chef; Levi Roots, the Reggae Reggae Jerk BBQ was the first in a range of Caribbean inspired products which includes cooking sauces, table sauces, ketchup, dipping sauces, ready to eat pasties, soft drinks, chilled meals and snacks.
The Reggae Reggae Sauce began in Levi’s kitchen where he mixed Caribbean flavours, herbs and spices as taught to him by his grandmother. “I will never forget that little paradise Content where my saintly grandmother who helped to make me the success I am now,” Levi has said. The artiste peddled his Reggae Reggae Sauce from a bag pack in the streets of Brixton. However, it was Notting Hill Carnival where Levi developed a steady clientele from his little booth. With each year, the demand for the Caribbean flavoured sauce out grew until the production was unable to keep up.
The award winning Reggae Reggae Jerk/BBQ sauce made from scotch bonnet peppers, pimento and initially inspired by Levi’s heritage is now available in Jamaica officially at select Loshusan’s supermarkets, including; Lee’s Food Fair, John R. Wong, General Foods (Ocho Rios), Loshusan’s, Michi, Sovereign Supermarket, Quality Traders (Negril) and various Shopper’s Fair Supermarkets island-wide.
Peter Vanderleer, operator of Outrigger Trading is excited about the addition of Levi’s Reggae Reggae brand to the inventory. “We all tried it here. We like it a lot so it’s now up to the consumer to try it out for themselves and give us their feedback,” Vanderleer said.
The store is promoting the the Reggae Reggae line, chips, and sodas. Vanderleer said they will start on a small scale to test the market island-wide. The products will initially be available in ten stores across Jamaica in the soft introduction up to February 2012.
In-store promotions include taste tests, discounts and special introductory prices under $300. In fact, the flagship Reggae Reggae Jerk/BBQ sauce will retail for about JM$245 in stores.
Mr. Vanderleer’s hope for the brand is that Reggae Reggae brand be well known across Jamaica.