Cornish bakery Rowe’s has revealed that its new Reggae Reggae Chicken Pasty is now outselling its Traditional Steak variety – a first in its history.
The Reggae Reggae Chicken Pasty was launched at the start of the year in over 300 Sainsbury’s stores nationwide.
It has been developed using Reggae Reggae Sauce – a creation of Levi Roots, who featured on the BBC television show Dragon’s Den.
Rowe’s is currently the sole manufacturer of bakery products containing the sauce.
Paul Pearce, director of marketing at Rowe’s, said that Rowe’s and the Levi Roots team were looking at ways to develop the range and expand on its distribution.