Drinks business Nichols plc has expanded its popular Vimto range with two new flavour formats, Vimto Cherry, Raspberry & Blackcurrant and Blackberry, Raspberry & Blueberry, alongside a new campaign, Big Cash Giveaway.
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 last year, the variant will now bolster the wider Nichols plc flavoured carbonates range, which is growing 5.9 per cent year-on-year. In addition, Vimto take home sales, which include 2L formats, also demonstrated strong results in grocery, growing 13 per cent year-on-year, whilst 31.5m can and bottle units of Vimto Sparkling variants were sold last year – equating to three glasses consumed every second - 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, 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 per cent MAT growth, outperforming the market by 2.9 percentage points and growing the category.
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 at Nichols plc, said: “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.”
