A Supermarket Counter Crossover
Brand collaborations are now a standard feature of the UK food landscape, but they still tend to live in the ambient aisles. This design takes the idea somewhere new: the supermarket pizza counter. The mockup places one of the most recognisable sauces in British retail, Levi Roots Reggae Reggae Sauce, onto a Morrisons Market Street pizza base.
The caption that accompanied the image was direct. “Levi Roots Reggae Reggae Chicken Pizza! Yes please!” It frames the product as an obvious pairing, merging a well-established supermarket format with a sauce that has long since crossed over into the mainstream.
The Market Street Format
The packaging specifies a “Market Street thin stonebaked pizza”, placing it firmly within Morrisons’ in-store deli and fresh food counter branding. These pizzas are sold as a ready-to-cook chilled item, distinct from the store’s frozen selection or other fresh pizza brands. The thin stonebaked format suggests a crispier, less dough-heavy base than a deep-pan equivalent.
Toppings on these counters typically stick to classics like pepperoni, margherita, or vegetable supreme. A branded flavour collaboration like this would be a departure, introducing a specific sweet and smoky jerk BBQ profile to the range.
From Dragons’ Den to Pizza Topping
Levi Roots’ Reggae Reggae Sauce is one of the biggest success stories to emerge from the BBC’s Dragons’ Den programme. Since its famous pitch in 2007, the brand has expanded from the original sauce into cooking pastes, marinades, soft drinks, and snacks. Its core flavour is built on scotch bonnet chillies, allspice, and herbs.
The sauce is primarily marketed for barbecue and as a general condiment or marinade for chicken. Its application as a pizza sauce base or a topping drizzle is a logical next step, even if this particular one is only a concept. The combination of spicy chicken on a pizza base is already a high-street takeaway staple, making this a familiar idea presented in a new wrapper.
Frequently asked questions
- What is Levi Roots Reggae Reggae Sauce?
- It’s a brand of jerk barbecue sauce made famous by Levi Roots on the TV show Dragons’ Den in 2007. Its flavour is a mix of sweet, smoky, and spicy, based on a family recipe.
- What is a Morrisons Market Street pizza?
- Market Street is the branding Morrisons uses for its in-store fresh food counters, including the deli, bakery, and fishmonger. Their Market Street pizzas are made fresh in-store and sold chilled, ready to be cooked at home.
- Is the Levi Roots Reggae Reggae Chicken pizza real?
- No, this is a Snackfish. The image is a mockup created by the online artist UK Snack Attack. The pizza is a fictional concept and is not sold in Morrisons or anywhere else.
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You have been Snackfished!
Snackfish :
[sn-a-ck-fish] verb
A snack that lies about its legitimacy as an official product online for internet clout and attention. Most commonly fabricated in Adobe Photoshop or using the unofficial Snackfish AI