Nichols, the international soft drinks company, is set to inject more vibrant Caribbean flavour into the fixture with the launch of Levi Roots Reggae Sunrise, a bold new addition across both carbonates and energy, designed to drive excitement into the category and incremental sales.
For well over a decade, Levi Roots has brought his distinctive flavours to UK consumers, building a loyal following through the brand’s feel-good vibes. New Reggae Sunrise builds on that success by tapping into flavours popular with today’s consumers, and adding Levi’s own authentic Caribbean twist.
Available this spring, Reggae Sunrise blends trending Passion Fruit with smooth, exotic Papaya, lifted with a citrus zing in the carbonates and a pinch of turmeric in the energy variant, delivering that unmistakable Levi Roots flavour punch.
The range will be available in:
Carbonates – 500ml PET PMP (£1.25)
Energy – 500ml can PMP (£1.19)
Backed by a high-impact, multi-city sampling campaign, and supported by a full social and PR calendar – all under the campaign banner Awaken the Nation – the launch signals a powerful new chapter for the brand, sparking moments of joy, connection, and cultural celebration.
Consumer appetite for standout flavours remains strong, with 66% interested in trying a carbonated soft drink with a mystery or unusual flavour. Tropical and exotic fruits, including papaya, are increasingly shaping new product development1.
This demand is reflected in consumer testing, where Reggae Sunrise achieved 81% appeal in carbonates, and eight in ten likely to purchase the energy variant2. The £5m RSV Levi Roots drinks brand continues to build momentum following its expansion into energy in 2024, with Caribbean Crush currently ranking as a Top 10 PMP impulse flavoured carbonate3, reinforcing the brand’s proven ability to drive rate of sale.
Levi Roots said: “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.”
“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.”
Angela Reay, marketing director at Nichols, added: “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.”
