Nichols and Levi Roots unleash Reggae Sunrise

International soft drinks giant Nichols is set to inject a fresh burst of Caribbean sunshine into the UK market with the launch of Levi Roots Reggae Sunrise.

The vibrant new flavour profile spans both the carbonated soft drink and energy categories, designed to tap into the growing consumer appetite for exotic, “mystery” fruit blends.

The launch marks a significant expansion for the £5m RSV Levi Roots drinks brand, which has seen a surge in momentum since moving into the energy sector in 2024.

Reggae Sunrise aims to capitalise on the “tropicalisation” of the UK palate. The blend features trending Passion Fruit paired with smooth Papaya, but with a technical twist depending on the format:

• Carbonates: lifted with a sharp citrus zing.
• Energy: enhanced with a “pinch of turmeric” to provide a unique flavour kick and a visual “glow.”

The inclusion of turmeric and papaya is a strategic move; market data indicates that 66% of consumers are interested in trying carbonated drinks with unusual or “mystery” flavours, with exotic fruits increasingly leading new product development.

Consumer testing for the new range has been overwhelmingly positive, with Reggae Sunrise achieving 81% appeal in the carbonate category. Furthermore, eight out of ten consumers surveyed expressed a likelihood to purchase the energy variant.

The brand already boasts a heavy hitter in the “impulse” sector: Caribbean Crush currently ranks as a Top 10 PMP (Price-Marked Pack) flavoured carbonate, proving the brand’s ability to drive rapid rate-of-sale for independent retailers.

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

The “Awaken the Nation” campaign

The launch will be supported by an aggressive, high-impact marketing strategy under the banner “Awaken the Nation.” This includes: a multi-city sampling roadshow, a full-throttle social media and PR calendar, and a focus on price-marked packs (PMP) to drive value perception in the convenience channel.

Levi Roots added: “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.”

As the soft drinks category continues to seek permission to indulge through exotic flavours, Nichols is betting that a dose of Reggae Sunshine is exactly what the UK’s spring/summer season needs.