Reggae Reggae sauce is to undergo its biggest promotion yet, aiming to bolster sales at the end of the summer season.

The Caribbean-inspired sauce was created by Dragon’s Den celebrity Levi Roots, who wowed the entrepreneurs with this musical renditions and business knowledge, as well as the taste of his homemade sauce. Two of the dragons, Richard Farleigh and Peter Jones, were inspired to invest in the start-up with the condiment becoming the leading brand in its sector after topping marketing news.

With the summer drawing to a close, the brand is aiming to entice consumers with an instant on-pack competition, where they will be in for a chance to win Levi Roots branded merchandise, including a VW Camper Van, BBQ’s, iPods, hammocks and cookbooks. By entering their promotional code into the Reggae Reggae website, users will be able to see if they have won, as well as being able to download a Levi Roots track.

Senior brand manager at AB World, Shah Khan, was cited in Marketing Week as saying of the brand: ”Truly engaging and motivating on-pack promotions are rare in the condiments category, so with Levi Roots we have a real opportunity to create standout on-shelf and generate some buzz for the brand and the category as a whole.”

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