Vimto is adding a new flavour to its Vimto Remix sub-range: Raspberry, Orange and Passionfruit, which available exclusively for the wholesale and convenience channels in a 500ml price-marked pack (PMP).
Ed Jones, senior customer marketing manager, said: “500ml RTD formats have been hugely popular across the Vimto range, growing 26% year-on-year. This has contributed to Vimto being the number one performing brand in the sector. 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. Vimto Remix already ranks in the top 10 500ml still brands, based on rate of sale.
“Time and 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.