Samworth Brothers’ Ginsters division has teamed up with chef Levi Roots to launch a range of pasties under the Reggae Reggae brand.

The range of pasties include Caribbean Lamb, Reggae Reggae Chicken, and Hot Chilli Beef as well as a Reggae Reggae Beef wrap. Packs will define the flavour profiles of each product, including mild, medium and hot classifications.

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The company said the range is “set to drive incremental sales into the chilled market”.

Andy Valentine, head of brand marketing for Ginsters, said: “What we are doing with this partnership is to capitalise on the snacking expertise of the Ginsters brand and the Caribbean flavours of the Levi Roots brand to bring even greater excitement and depth of variety to the snacking fixture where, our experience has shown us, the consumer desire for on-going injections of NPD and flavour diversity is high.”

The products will be available from next month, with the pasties retailing at GBP1.99 (US$3.17) and the Reggae Reggae Beef Wrap priced at GBP3.49.

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