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Nichols plc is adding a fresh burst of Caribbean-inspired flavour to the soft drinks aisle with the launch of Levi Roots Reggae Sunrise, a new line extension spanning both carbonates and energy.

Rolling out this spring, Reggae Sunrise has been developed to inject vibrancy into fixtures and drive incremental sales, building on more than a decade of brand equity for Levi Roots in the UK market.

Reggae Sunrise blends trending passion fruit with smooth, exotic papaya. In the carbonated variant, the flavour is lifted with a citrus zing, while the energy version incorporates a pinch of turmeric for what the brand describes as an added kick.

“I’m excited to launch Reggae Sunrise, a vibrant new flavour crafted with the sweet and juicy taste of real passion fruit, and perfectly balanced with the smoothness of exotic papaya. It’s available in both my classic fizzy format and as an energy drink, so there’s something for every moment,” Levi Roots said.

The new range will be available in: Carbonates – 500ml PET price-marked pack (PMP) at £1.25 and Energy – 500ml can PMP at £1.19.

“What makes Reggae Sunrise Energy even more special is the addition of a pinch of turmeric for an added kick – designed to awaken your tastebuds, as well as your body and mind. It’s incredibly important to me that every drink in my range is not just energising, but genuinely delicious," Roots continued.

According to data cited by Nichols, 66% of consumers are interested in trying a carbonated soft drink with a mystery or unusual flavour, with tropical and exotic fruits such as papaya increasingly shaping NPD pipelines.

In consumer testing, Reggae Sunrise achieved 81% appeal in carbonates, while eight in ten respondents indicated they would be likely to purchase the energy variant.

The £5m RSV Levi Roots drinks brand has continued to build momentum following its entry into energy in 2024. Caribbean Crush currently ranks as a Top 10 PMP impulse flavoured carbonate, underscoring the brand’s ability to drive rate of sale in convenience.

Angela Reay, marketing director at Nichols, said: “Designed to deliver bold flavour, strong visual impact and genuine consumer curiosity, Levi Roots Reggae Sunrise offers retailers a compelling way to freshen up their fixture and drive incremental sales across carbonates and energy.”