Leading Consumer Foods company, Kerry Foods, is to launch a range of Levi Roots chilled Caribbean meals
The range brings the sunshine of the Caribbean to the chilled meals sector, with bright, fun packaging, high quality ingredients and generous portion sizes; all of which fit with Levi’s mantra ‘Put some music in your food!'
On shelf exclusively in Tesco from 26th May, the range will be supported by an integrated launch marketing campaign designed and implemented by 3sixteen.
This is the latest launch for musician, chef and “Dragon slayer” Levi Roots, who experienced whirlwind success following his appearance on TV show “Dragons’ Den”. The Levi Roots Chilled range includes dishes such as Jamaican Coconut Chicken Curry, Reggae Reggae Chicken and Caribbean Curried Noodles.
Targeted primarily at families with older children and young adults, the launch comprises in-store marketing, experiential activity including a “Lazy Sunday” concert on Clapham Common on 30th May, PR and £1 off promotion.
Commenting on his Jamaican Coconut Chicken Curry, Levi says: “I’ve been making coconut chicken curry since way back, it’s based on a traditional coconut rundown recipe but I’ve added a new twist with mangos, aubergines and chillies. Served with rice and peas this is real home style Jamaican cooking which takes me back to my childhood.”
The new range, which includes nine delicious dishes all packaged in the distinctive Levi Roots red, gold and green, can be found in the chilled food aisle. Exclusive to Tesco for nine months, each meal will retail at £2.99 with an introductory offer of £1 off until 16th June 2010.
Sue Tiller, Kerry Foods Category Director, Customer Brands comments: “This is a really exciting launch for Kerry Foods, as it introduces a new cuisine to the chilled meal aisle along with standout packaging and exciting quality recipes. Levi Roots is a popular personality and the new Caribbean chilled meals range means that everyone can now enjoy the spicy flavours of Levi’s Jamaican heritage.”
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