Vim2o is aimed at health conscious consumers who don’t like the taste of plain water, but want to stay hydrated.
The new drink provides the flavours of grapes, raspberries and blackcurrants with zero added sugar. It contains 97% spring water, 1% fruit juices from concentrate, vimto flavouring and sweeteners.
Emma Hunt, head of marketing for Vimto Soft Drinks, said: “Water is more popular than ever – it’s the best performing soft drink, currently worth over £1bn and growing at +7.6%. One of the drivers for this is flavoured waters – over 12 million households now buy it ((Nielsen Scantrack Value, Total Coverage MAT 25.02.17) and the category is growing at twice the rate as the soft drinks market, so it makes sense for us to tap into this trend and bring the distinct fruity Vimto taste to water.
“As health remains high on the agenda, the No Added Sugar sector is also seeing major growth, but it’s one we think is currently being under-serviced. Consumers are not receiving the choice they deserve, hence why they are converting from traditional soft drinks to bottled water. Vim2o is perfectly positioned to help retailers tap into this trend and fuel growth in the bottled water category.”
Its previous product launch, Vimto Remix (which is also a No Added Sugar range) is already worth £3.8m (Nielsen Scantrack Value, Total Coverage MAT 25.02.17). Vimto is expecting to see similar success from Vim2o after 70% of sampled consumers said they would purchase it.
Vim2o 500ml sportscap variant (RRP: £1.29) launches to all retailers at the end of March 2017. A 250ml sportscap format will follow later in the year (RRP: £2.79 for 6x250ml Vim2o minis packs). Vimto will support the launch of Vim2o with a £1.5million above the line marketing campaign as part of its support for its wider portfolio.
Get yours by simply calling Vimto on 01925 294005 or visit www.vimto.co.uk to find out more.