Soft drinks brand Vimto is partnering with Krispy Kreme, the global doughnut brand, to create a new range of limited edition Halloween doughnuts.
The collaboration is the first of its kind, with Vimto being the first soft drinks brand to be added to the Krispy Kreme offering. The new Krispy Kreme products are also the first doughnuts to feature the Vimto flavour.
Available in stores from October 15, three Vimto variants will join the Krispy Kreme range in time for Halloween including; Krispy Kreme Vimto Shimmer Doughnut (rrp £2.20), Krispy Kreme Vimto Ring Doughnut (rrp £1.90) and Krispy Kreme Vimto Halloween Doughnut (rrp £1.90).
Helen Hartley, brand licensing manager for Vimto brand owner Nichols plc, said: “The combination of the deliciously unique taste of Vimto and melt-in-your-mouth Krispy Kreme truly is a match made in heaven, which we’re sure all Vimto and Krispy Kreme fans will adore. The partnership comes at an exciting time for Vimto, with our recent ‘I See Vimto in You’ campaign celebrating taking enjoyment from the everyday. This mirrors Krispy Kreme’s ethos of sharing delicious tastes and creating joyful memories.”
Emma Colquhoun, chief marketing officer for Krispy Kreme, added: “We target an audience who we define as live-a-lotters – people who celebrate fun, special moments and live their taste experiences to the full. This certainly aligns to the Vimto spirit and we’re delighted to partner with them for these great additions to our range.”
The new products will be supported by a range of marketing activities, including a social media campaign, digital content, in-store POS and sampling.