Available in four flavours, the Levi Roots Caribbean Snack Pots are claimed to offer an “authentic, home-cooked taste” in keeping with the brand’s Caribbean vibe, flavours and recipes.
Merseyside-based Aimia said the pots would create a point of difference in a category “saturated with low-cost, Asian Noodle pots”.
It added that the quality of the flavours lay in the ingredients, and not in flavour enhancers like monosodium glutamate (MSG), or high levels of salt or sugar.
Aimia said its development team worked closely with Roots to capture the authenticity of Caribbean flavours, even visiting his Caribbean Smokehouse ‘rastaurant’ in London.
Dragons’ Den appearance
Caribbean Snack Pots range
Reggae Reggae Noodles – sweet barbecue, subtle tomato and smoke notes with a Caribbean lilt of allspice, thyme and Scotch bonnet.
Levi’s Curry Noodles – a blend of turmeric, chilli, coriander and fennel, among other spices, mixed with onion, garlic and parsley.
Caribbean Coconut Rice – a Caribbean rice with creamy coconut milk and an infusion of black pepper and chilli.
Rasta Pasta – a spicy tomato jerk-style pasta with chilli combined with pimento, nutmeg, cassia, parsley and basil.
Roots rose to fame in 2007 after appearing on BBC2’s Dragons’ Den, where he gained investment for his homemade Reggae Reggae sauce.
Today, the Levi Roots range now consists of more than 20 products, including sauces, snacks, frozen chargrills and soft drinks. The brand has a retail value of around £40m.
Operating from a 20,900m2 site near St Helens, Aimia Foods manufactures, packs and distributes a wide range of food and beverage products, and offers specialist agglomeration and blending capabilities.
It is known for improving production efficiencies via kaizen – the practice of continuous small improvements over time.
Michelle Younger, new markets manager at Aimia Foods, said: “Consumers are increasingly looking for ethnic foods and, in particular, Caribbean-inspired products. Separately to this, the market for on-the-go is in considerable growth.”
‘Low-cost, Asian noodle pots’
Younger added: “We believe the category is saturated with low-cost, Asian noodle pots, a large proportion of which are high in salt and/or sugar. Levi Roots Caribbean Snack Pots create a point of difference in the market by introducing a range of high-quality, authentic rice, pasta and noodle pots, made using natural ingredients.
“The quality of the flavour is in the ingredients and not from flavour enhancers like MSG, or high levels of salt/sugar.
“We also only use carbs that are small enough to fit on a fork or spoon, so much simpler to eat on the go. The taller pot also means it is easier to stir and eat, minimising any mess.”