Burts Potato Chips is launching Levi Roots Caribbean Coconut Curry Groove Cut Crisps.

The new flavour joins Levi Roots Reggae Reggae Groove Cut Crisps, which already has sales of more than £400k, growing at +8% year-on-year, according to the brand.

Levi Roots Caribbean Coconut Curry Groove Cut Crisps (rrp 79-99p per 40g) offers an authentic Caribbean flavour made with a blend of real spices including coriander, turmeric, cumin, ginger, fennel and Habanero chilli. They are also in line with the enormous consumer interest in all things coconut flavoured.

The total Levi Roots product portfolio is now worth more than £40m, spanning snacks, soft drinks, sauces and pre-prepared foods, while Burts is an award-winning, premium snacks brand that prides itself on its hand-cooked crisps, using British potatoes in small batches, without added MSG, artificial colours, flavours or hydrogenated fat.

Burts Chips sales and marketing director Simon Knight said: “The popularity of Levi Roots continues to grow. It’s a distinctive brand with a credible spicy flavour and is now expanding into new areas – including a new Levi Roots Caribbean Smokehouse restaurant in Westfield Stratford in East London, proving its fantastic popularity with consumers.

“Our new flavour is genuinely different and has already proved popular in taste panels, showing that shoppers are looking for ways to add hot, spicy flavours to their snacking repertoire.”

Levi Roots Caribbean Coconut Curry Groove Cut Crisps come in vibrant packaging in line with other products across the Levi Roots portfolio and will carry a “New Flavour” flash on the front of pack.

The launch is supported by a trade PR and advertising campaign from June to September, including attendance at the Speciality Fine Food Fair in September this year. The consumer campaign includes online and print media, a direct email campaign, social media and sampling at South West events and at the Notting Hill Carnival.