Vimto has extended its Vimto Remix range with a new orange, strawberry & lime flavour.
The citrus-based newcomer is made from a mix of three real fruits and the Vimto blend of herbs and spices. It contains no added sugar and will be available in an RTD, squash and carbonated format from 1 March.
The flavour joins mango, strawberry & pineapple, watermelon, strawberry & peach and raspberry, orange and passionfruit variants.
The launch follows 10 consecutive years of success for Vimto, which has reached a record high brand value of £90.3m (Nielsen, Total Coverage, MAT 28.12.19). The Remix sub-brand is also performing strongly, now worth £9.2m as part of total brand sales.
Vimto senior brand manager Becky Unwin said: “In terms of flavour popularity, orange is second only to cola, so it made total sense to further strengthen our Remix range with a zesty new variant. However, staying true to our refreshingly different roots, it’s orange with a tasty twist.
“As the number two squash brand in the UK, we’ve also ensured that the new flavour is available in all formats, including dilute, to offer consumers that all-important choice. Launching just as the weather starts to warm up, we’re confident Vimto Remix orange, strawberry & lime will be flying off the shelves this summer.”
The launch will be supported by retailer and consumer promotions in the convenience channel, in addition to activations in depots to drive awareness.
Vimto Remix orange, strawberry & lime will be available in: 2ltr fizzy (£1 pricemarked and plain packs); 500ml fizzy (£1 pricemarked pack); 500ml still (£1 pricemarked and plain packs); and 1ltr dilute plain pack.