Dragon’s Den star Levi Roots is set to launch his own brand of fizzy drinks, according to the latest marketing news.

The entrepreneur, who shot to fame (and substantial wealth) after pitching his’ Reggae Reggae’ sauce to the Dragons in 2007 has struck a deal with soft drink company Vimto – which is reported to be worth £10 million.

Flavours of the drink will include Caribbean Crush, Blood Orange & Pomegranate and Spicy Reggae Tomato Juice. They’re due to hit the shops next month, to allow them sufficient distribution in time for the brand’s advertising campaign.

Head of marketing at Vimto Soft Drinks, Neil Gibson, told Marketing Magazine that introducing Levi Roots into the soft drinks market was a very exciting opportunity for the brand, as it offered a unique proposition in a growing category.

“Levi has successfully used his unconventional style to challenge the ‘big boys’ in the market and, as we’re a company that also likes to do things differently, this gives us the right ingredients to come together and create a recipe for success,” he said.

Roots told The Drum that the venture started because more Brits had embraced the exotic flavours of the Caribbean.

“I’ve created some delicious and exciting blends that will offer totally unique tastes,” he said. ”I want my range to add a bit of colour, fun and sunshine into the soft drinks market.”

Gibson added, “This new range has all the right ingredients to be loved by consumers, especially as it is headed up by a people’s champion who is well known for creating quality products packed full of character and taste.”

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