Levi Roots’ Reggae Reggae brand is getting its first makeover since launching in 2007.

The new look will debut on the condiments range - including the Original Reggae Reggae Sauce - next month and will roll out across other products over the coming months. Featuring darker labels and a portrait of Roots in place of the previous silhouette, it was created by London-based design agency Hornall Anderson and retains the ‘Put Some Music in Your Food’ strapline.

The brand is hoping the redesign will attract new consumers following a sharp slump in sales last year. It saw its table sauces fall 10.1% in value to £4.3m on volumes down 17% in 2013, while Reggae Reggae cooking sauces fell 28% in value on volumes down 38.5% [The Grocer Top Products Survey 2013].

However, Reggae Reggae said sales of its condiments had grown 3.8% by value in the first quarter of this year [Nielsen 12 w/e 15 March 2014]. It added that it expected the uplift to continue as the makeover “ignites interest from existing fans and engages with new consumers”.

The new packaging will be supported with shopper marketing activity and an above the line campaign in the autumn.

Since Roots secured £50,000 from Dragons’ Den investors Peter Jones and Richard Farleigh in 2007, the brand has expanded into a wide range of categories.

“The brand has evolved greatly,” said Roots. “Seven years after ­slaying the Dragons, it felt like the right time to give the brand a whole new look.”

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