Reggae Reggae Sauce - Production and Expansion

Production and Expansion

Reggae Reggae Sauce is manufactured by G Costa, a division of Associated British Foods.

Despite Levi saying he wanted production of his sauce to continue in the UK, production moved from Wales to Poland in March 2007.

Initially the sauce was carried exclusively in Sainsbury's supermarkets but now many supermarkets in the UK and Ireland stock the sauce. A follow-up episode of Dragons' Den, aired on 18 July 2007, revealed that Sainsbury's had expected the sauce to sell 50,000 bottles in its first year. In fact it sold 40,000-50,000 bottles per week.

In the first half of 2008, Roots launched "Love Apple Tomato Sauce" and "Fiery Guava Dipping Sauce" in the same style as Reggae Reggae sauce. A cookbook called Reggae Reggae Cookbook was released in June 2008. The "Love Apple Tomato Sauce" was later renamed "Reggae Reggae Tomato Ketchup".

Restaurants Subway, JD Wetherspoon, Hungry Horse, Slug and Lettuce as well as the Scream Pub chain now offer the sauce on various menu items. In July 2009, Birds Eye released chicken Chargrills in Reggae Reggae Sauce.

In the summer of 2010, snacks were added to the range of products with the launch of Reggae Reggae Peanuts and Cashews. These peanuts are covered in the original Reggae Reggae Sauce and seasonings. Subsequently a range of Reggae Reggae flavoured Caribbean ready meals was launched.

In September 2010, Morrisons supermarket announced it would be carrying a range of Levi Roots sandwiches.

In April 2011, Domino's Pizza in the UK launched a limited edition "Reggae Reggae Pizza", a combination of toppings with the Reggae Reggae sauce.

The range has expanded into other areas such as Levi Roots Jamaica Ginger Cake and Levi Roots Caribbean Crush drink which is sold in mainstream UK supermarkets.

In 2012, a new "Mild" variant of the sauce was released. A new advert was made at the same time.