Levi Roots introduces Rasta Pasta

Levi Roots introduces Rasta Pasta

Entrepreneur Levi Roots is expanding his portfolio of cooking sauces this summer with the launch of an innovative ambient sauce that is excellent with pasta—Rasta Pasta.


Entrepreneur Levi Roots is expanding his portfolio of cooking sauces this summer with the launch of an innovative ambient sauce that is excellent with pasta—Rasta Pasta.

A lightly spiced, Caribbean inspired sauce with sun ripened tomatoes, pineapple and guava mixed with a selection of herbs, Rasta Pasta aims to bring all the Caribbean flavor of Levi’s famous Reggae Reggae Sauce to pasta consumers.

Commenting on the launch, AB World Foods Marketing Manager Shah Khan says: “Ambient Italian sauce is a very robust category that’s currently worth £359.8m and is increasing year on year. However, growth in the category has slowed over recent years as consumers, particularly regular pasta eaters, are increasingly viewing Italian ranges as ‘samey, bland and boring ’.

“Working with Levi we are continually looking to introduce innovative and exciting new products to develop the Levi Roots brand. During consumer testing, we observed a strong and immediate emotional connection with Levi and Rasta Pasta. Consumers welcomed Rasta Pasta as a flavorsome new addition bringing a different experience to the pasta sauce category, making everyday meals more interesting.”

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