Latest move builds on the success and momentum of the Vimto brand now worth £103.9m[1] 

Nichols plc, the international drinks business making life taste better since 1908, is extending the ever popular Vimto range with two new flavour formats, as well as launching the Vimto Big Cash Giveaway campaign. This latest activity comes as the company looks to build on its growth momentum in the soft drinks market, as well as encourage consumer trial and drive market penetration.

Introducing a brand-new variant in the Vimto Sparkling range, Vimto Cherry, Raspberry & Blackcurrant will be available in both 2L and 500ml bottles from April. Initially launched as a limited-edition squash flavour in 2021, Vimto Cherry, Raspberry & Blackcurrant will now bolster the wider Nichols plc flavoured carbonates range, which is growing +5.9% year-on-year[2]. In addition, Vimto take home sales, which include 2L formats, also demonstrated strong results in grocery, growing +13% year-on-year[3], whilst 31.5m can and bottle units of Vimto Sparkling variants were sold last year – equating to three glasses consumed every second[4] – further driving the momentum of the carbonates portfolio through flavour innovation.

New Vimto Blackberry, Raspberry & Blueberry 500ml Stills format will also be available from April. The unique flavour blend was first introduced in 2021 within the Vimto squash range, and following fantastic performance since launch, now worth £1.7m in market[5], the flavour variant will now be available in a handy on-the-go format. The new Stills flavour launch is set to tap into both key flavour and healthy hydration trends at a time when the Vimto Stills range is experiencing +24% MAT growth, outperforming the market by 2.9ppts[6] and growing the category.

As part of the Nichols plc ambition to drive shopper engagement and category value, Vimto’s Big Cash Giveaway, that gives shoppers the chance to win a share of £100k, will be running from the 19th April until 28th August in independents, managed convenience and wholesale. The activity will offer shoppers the chance to win £10 with any 500ml bottle across all flavours of the Vimto Stills & Sparkling ranges via QR codes on POS and social media.

Jenny Powell, Marketing Manager, Nichols plc: “As category disrupters within soft drinks, it’s vital that we’re consistently reviewing our portfolio to ensure we’re offering options that are both popular with our consumers and fit within our unique and distinctive flavour profiles. The addition of our new Vimto Cherry, Raspberry & Blackcurrant Sparkling and Vimto Blackberry, Raspberry & Blueberry Still formats come at the perfect time, as these variants will help us in our mission to tap into the emerging consumer trends of healthy hydration and flavour exploration to help retailers grow incremental sales.”

Vimto, the iconic soft drinks brand from Nichols plc, has been enjoyed in the UK and around the world since 1908, and is now at its highest ever brand value of £103.9m1

[1] Nielsen IQ RMS data for the Squash, Flavoured Carbonates, RTD Stills and Flavoured Water categories for the 12-month period ending 26.02.2022 for the GB Total Coverage market

[2] Nielsen IQ RMS data for the Flavoured Carbonates category for the 12-month period ending 26.02.2022 for the GB Total Coverage market

[3] Nielsen IQ RMS data for the Flavoured Carbonates category for the 12-month period ending 26.02.2022 for the GB Total Grocery market

[4] Nielsen IQ RMS data for the Flavoured Carbonates category for the 12-month period ending 26.02.2022 for the GB Total Coverage market – based on 250ml glasses

[5] Nielsen IQ RMS data for the Squash category for the 12-month period ending 26.02.2022 for the GB Total Coverage market

[6] Nielsen IQ RMS data for the RTD Stills category for the 12-month period ending 26.02.2022 for the GB Total Coverage market

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