Soft drinks brand Vimto is launching its first licensed fudge product: Handmade Vintage Vimto Fudge.

The fudge is blended with Vimto’s secret flavour to create a product intended to bring excitement to the sugar confectionery category.

Available now to independent retailers, the new fudge is packaged in two formats, a luxury carton ideal for sharing and a premium tin for the gifting occasion. To ensure the brand’s flavour remains recognisable, Vimto has teamed up with Gardiners of Scotland, a long-established family-run business that specialises in a wide range of traditional confectionery products.

Helen Hartley, Vimto brand licensing manager, comments: “This is a hugely exciting launch for the brand as it not only propels Vimto into a new sector but allows us to offer a product that will appeal to a broader age range of consumers. Both formats will be available all year round, but have launched just in-time for the Christmas gifting season for those looking to trade-up and purchase more premium confectionery items.

“There is a real and growing demand for traditional sugar confectionery and Vimto Fudge cleverly caters to this, by utilising the brand’s heritage as a familiar flavour consumers will remember from their childhoods. The premium tin can easily be kept once the fudge has been eaten and used as a decorative item or as storage for lovers of all things vintage.”

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