Brand extension…to extend or not to extend, to sub-brand or not to sub-brand? They’re questions we ask ourselves (and our clients) on a daily basis and ones whose answers rely on a careful analysis of a brand’s credibility, permission and associations.

Levi Roots’s Reggae Reggae sauce is perhaps the most well-known success story from Dragon’s Den.  Along with its founder, it’s a brand that is simply memorable, likeable and delicious with a real point of difference in both positioning and proposition.  But as we know, any great brand has its limits…Virgin jeans never took off and Harley Davidson’s long tail of branded goods in categories as random as t-shirts to toiletries diminished its exclusive, aspirational core.

So what do we think of Reggae Reggae stretching itself beyond its sauces alone? We were delighted to discuss this with The Grocer who were asking just this question in their article this week.  James Littlewood, Consultant at The Value Engineers, is quoted in reference to his belief that so far should be so good for this little brand with big ambition:

“There has been a logical progression from the sauce product…through to other products containing the sauce flavour…the slogan ‘put music in your food’ can be transplanted to a number of food categories.”

So, do you think that Reggae Reggae is extending for success?