Soft drinks supplier Nichols is to accelerate its focus on energy drinks with the launch of a new flavoured Vimto energy drink.
Vimto Energy Tropical Cooler Zero has rolled into Spar stores in plain 500ml (rsp: £1.59) and price-marked pack (£1.19) cans.
After a seven-week exclusivity period ending on 19 February, it will be available across grocery, wholesale and convenience channels.
Like Vimto Energy Original and Vimto Energy Original Zero, Tropical Cooler Zero contains added vitamins B6 and B12, and is made with natural caffeine and real fruit juice.
Launched in July 2023, Vimto Energy was “already delivering strong results for retailers”, said Nichols. Sales were up by 85% year on year, it said, citing NIQ data.
“We are really excited by the launch of Vimto Energy Tropical Cooler, the latest product in our growing energy range which has been developed to specifically target the convenience and wholesale channels,” said Nichols marketing director Angela Reay. “Flavoured energy and price-marked packs are delivering strong growth in impulse, and this launch brings both together in a trusted, mainstream brand.”
With flavoured energy drinks now representing one in every five energy drinks sold [Worldpanel by Numerator 51 w/e 12 May 2024], Tropical Cooler was well positioned to “capitalise on increasing consumer demand”, Nichols said.
The flavour delivered “a sense of escapism while staying true to Vimto Energy’s inclusive proposition”, said Reay.
It would help retailers “attract new shoppers, drive repeat purchase and unlock incremental category growth”, she predicted.
Alongside Vimto Energy, Nichols also makes caffeinated drinks under licence for the Levi Roots brand.
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