Vimto is adding a new flavour to its Vimto Remix sub-range with the launch of the raspberry, orange and passionfruit variant.
The new flavour combines three fruits with the Vimto secret recipe, contains no added sugar and comes in a 500ml RTD format (PMP £1) exclusively available to wholesalers and convenience retailers.
The new flavour has been introduced following the success of the Vimto Remix range, already worth £3.6m since its launch last year, according to Nielsen figures.
Ed Jones, senior customer marketing manager, said: “500ml RTD formats have been hugely popular across the Vimto range, growing 26% year-on-year. Raspberry, orange and passionfruit has been the most popular Remix variant in the squash format, so introducing it to the 500ml RTD format really was a no-brainer.
“We’ve chosen to offer the product as a £1 PMP to convenience channels as these retailers have played a key role in Remix’s success so far. Time again we’ve seen how important PMPs are in building trust between retailers and their shoppers and ultimately in driving sales. We’re confident the new product will help contribute further growth to the category.”
To support the launch, Vimto has created a range of POS for both in-depot and in-store use and will be targeting teens with an above the line campaign.
The original Remix flavour is Mango, Strawberry and Pineapple. It is available in 500ml fizzy £1 PMP format, a 55p can both PMP and plain pack, as well as a 500ml still, also both £1 PMP and plain pack.