Product Type: Market Research Report
Published by: Datamonitor
Published: January 2009
Product Code: R313-44630Description Introduction
This report on Reggae Reggae Sauce forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how Reggae Reggae Sauce has become successful by highlighting its most differentiating attributes.Reasons to Purchase- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify specific areas for operational improvements
Table of Contents - DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- The economic downturn has led to an increase in home-cooked meals and driven sauce values
- There has been a greater emphasis on cooking from scratch
- The sauce category has thrived in difficult economic times
- National exposure gained from appearing on Dragon's Den gave Reggae Reggae Sauce immediate appeal
- Reggae Reggae Sauce is a Jamaican jerk chicken sauce which for years was only sold at trade fairs
- Creator Levi Roots successfully pitched his idea to UK 'dragons' Peter Jones and Richard Farleigh
- The influence of 'dragon' Peter Jones sped up the process of brand expansion
- Reggae Reggae Sauce is currently the second-biggest seller of barbeque sauces in the UK
- A series of deals with major franchises has driven the growth of the brand
- Emphasizing heritage and family values creates differentiation and resonates strongly with consumers
- The sauce creates a unique link between food and music
- The sauce strongly emphasizes its Jamaican heritage
- The 'home-made' aspect of the sauce gives it a personal touch
- Creator Levi Roots is a key figurehead and an essential part of the brand's marketing
- Creator Levi Roots has utilized the exposure to become a 'celebrity',publishing a cookbook and releasing a music album
- Roots is widening the product portfolio to engage new consumer interest
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: The amount of times per week consumers in the UK eat,split by consumption type
- Table 2: Market value of table sauces (in GBP £ m) in the UK,by sub-category,2002-2012
- List of Figures
- Figure 1: NPD in the table sauce category has risen significantly in the UK since 2007
- Figure 2: Appearing on Dragon's Den allowed Levi Roots to get a high-profile distribution deal
- Figure 3: Reggae Reggae Sauce has found its way onto the menu of big franchises such as Subway
- Figure 4: Jamaican heritage is very important to the sauce's positioning-packaging contains Caribbean colors,and Levi Roots even sang a song for the BBC in celebration of Jamaica's performance at the 2008 Olympics
- Figure 5: Levi Roots became successful with his Original Reggae Reggae Sauce,but is now branching out with new varieties
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