Food entrepreneur and Dragons' Den contestant Levi Roots has opted for RPC Corby's squeezable Hercules head-stand bottle to package his relaunched Reggae Reggae Tomato Ketchup.

The ketchup first went on sale in February, when it was packaged in RPC Corby's Orion bottle, but the brand owner has since made the decision to switch to the Hercules bottle to boost on-shelf presence and distinguish it from rival products.

The Hercules bottle is lightweight and shatter-proof and is moulded in multi-layer PP/EVOH/PP, which provides long-term product protection; while the use of PP allows consumers to view the contents.

The label on the bottle denotes a silhouette of Roots, his trademark dreadlocks caught mid-swing, set against bands of green, yellow and red – the colours of Rastafari.

AB World Foods, which manufactures and fills the bottles for Roots, has selected the 452ml bottle on the basis of its eye-catching curves, which it hopes will differentiate the product from own-label alternatives.

Howard Morrish, AB World Foods' licence and new business controller, said: "The contemporary curved design of the Hercules bottle complements the added spicy twist that Reggae Reggae Tomato Ketchup offers over conventional ketchups.

"Its wide labelling area will also maximise Reggae Reggae's on-shelf presence to give our unique flavour a unique look."

Roots came to the attention of TV viewers when in 2007 he appeared on BBC2's 'Dragons' Den', managing to charm two of the 'dragons' into investing £25,000 each for a 20% stake in his Reggae Reggae Sauce venture.

Reggae Reggae sauces are available in Tesco, Sainsbury's and Morrisons.