Vimto helps Levi Roots extend brand into soft drink sector

A new soft drink range has been launched by Reggae Reggae Sauce entrepreneur Levi Roots, building on his own £30 million brand.

The range of fruit juice and fizzy drinks, supported by Vimto, will roll out at the end of this month, with the packaging for the Levi Roots range designed to be consistent through the existing brand identity and remaining closely linked with Roots’ musical Reggae culture, and featuring his silhouette.

Roots commented: “More and more people have embraced the exotic flavours of the Caribbean that I love so much and I’ve created some delicious and exciting blends that will offer totally unique tastes. I want my range to add a bit of colour, fun and sunshine in to the soft drinks market!”

Roots will also front the launch sales and marketing campaign for the range.

Neil Gibson, head of marketing for Vimto Soft Drinks, said: “Introducing Levi Roots into the soft drinks market is very exciting as we know there’s fantastic potential for the range, given its unique proposition in a growing category. The UK consumer is becoming more experimental as more exotic flavours are being introduced on to the market. 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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