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IB group and Vimto partnership expands

IB group and Vimto partnership expands
Andy Marino
By Andy MarinoMar 30, 2021
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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The UK’s largest confectionery distributor, the IB Group (Hancocks, World of Sweets, Bonds and Bobby’s), is becoming the licence-holder, exclusive distributor and product developer of more Vimto products in the UK market, including Vimto Bon Bons, Vimto Jelly Beans and Vimto Fizzy Rippa.

The IB Group’s partnership with Vimto (Nichols PLC) has been gaining momentum for over 12 months and has seen the launch of a range of exclusive confectionery NPD developed by inhouse IB teams and distributed through the independent, grocery and wholesale channels. The current partnership includes Vimto Juicy Mix Ups, Vimto Shaker Cups, Vimto® Flying Saucers and Vimto Fizzy Mallows.

The new range additions to be developed and distributed by the IB Group from March 21 are:

  • Vimto Chewy Bons: Vimto Flavoured Chewy Bon Bons made with the secret Vimto® flavour. Made with real fruit juice and natural colours. Vegan friendly and suitable for coeliacs. Original and Mango, Strawberry and Pineapple flavour available.
  • Vimto® Jelly Beans: Vimto® Flavoured Jelly Beans made with the secret Vimto® flavour. Made with real fruit juice and natural colours. Suitable for vegetarians and coeliacs.
  • Vimto® Fizzy Rippa: Fizzy coated Vimto® Flavoured candy belt made with the secret Vimto® flavour. Made with real fruit juice and natural colour. Suitable for vegetarians.

The IB Groupwill be focused on further developing the reach of these Vimto lines, expanding the growth of the Vimto brand and ensuring a smooth supply transition with customers.

“Vimto is an iconic brand," said Helen Bradshaw Sales and Marketing Director, IB Group, "deeply loved by customers around the globe and with its unique and secret fruity flavour. It is the perfect partner for a wide variety of sweet treats. Last year we launched significant Vimto NPD including Vimto® Juicy Mix-ups, Vimto® Flying Saucers and Vimto® Fizzy Mallows and we are excited to bring our in-house product development expertise to these ranges too and our distribution channels to build on existing reach of Vimto confectionery.”.

To become a stockist please email Salesorders@worldofsweets.co.uk

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