Reggae Reggae Sauce case study: creating differentiation in the sauce category

Consumer

Publication Date	January 2009
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT14077

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Summary

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.

Scope

Highlights

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

Content

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