Iconic soft drinks brand Vimto has announced a collaboration with confectionery distribution giant IB Group to create a tantalising twist on the classic gummy mix – Vimto Juicy Mixups. The exciting new SKU is available now in convenience and wholesale.

The sweets bring together the top secret and unique taste of Vimto with two hugely popular Vimto Remix flavours – Watermelon, Strawberry, Peach and Mango, Strawberry, Pineapple – to create a refreshingly different soft treat.

Bursting with real fruit juice, Vimto Juicy Mixups are a combination of much loved retro sweet shapes including a Fried Egg, Bottle, Watermelon Slice, Ring and Pencil and offer a delightful mix of fun, playful textures and all-natural colours.

The exclusive collaboration will see Vimto Juicy Mixups available across the country, with stock in all 19 Hancocks Cash and Carry stores, plus distribution throughout its customer base.

Vimto is growing ahead of the soft drinks category in the UK, increasing over ten consecutive years to reach a staggering £90.8m[1]. The brand is seeing fantastic success in sugar confectionery too, with Vimto-licensed products growing in popularity in the last 12 months.

Helen Hartley, Brand Licensing Manager, Vimto, said: “Millions of people around the country love the classic taste of Vimto and our partnership with IB Group means we can continue to create refreshing new ways for them to enjoy it.

We’re excited about extending our confectionery flavour profile to incorporate Vimto Remix; Juicy Mixups are going to take gummy sweets to a whole new level!”

Vimto Juicy Mixups are available now – get them from a Hancocks near you today.

RRP: £1 for 140g.

[1] Source: Nielsen Value Sales, Total Coverage, MAT 25.01.20

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