Vimto has unveiled a duo of new flavours co-created with consumers.
Pina Guava (Pineapple & Guava) and Sunset Papaya-dise (Orange & Papaya) have rolled out in a 500ml £1.25 PMP format. Pina Guava is also available in a two-litre £1.69 PMP.
Vimto Fans’ Edition was created to “deliver standout shelf presence and drive incremental impulse sales”, according to the Nichols-owned soft drinks brand.
The range was created through a dedicated social media campaign, in which Vimto gave its Instagram followers an early preview of the two new flavours and invited them to name them and vote on the final pack design.
“Vibrant” packs featured “fruit and flavour front and centre” while remaining “unmistakably Vimto”, the brand said.
“Limited editions are a proven driver of impulse sales, but we wanted to go one step further by putting our fans at the heart of the process,” said Nichols marketing director Angela Reay. “We’ve created a range that delivers bold taste, standout shelf presence and a great story for shoppers, while helping retailers keep the fixture fresh and exciting.”
Consumer testing demonstrated the new flavours had “strong consumer appeal” with Nichols’ research finding that four in five consumers were likely to purchase. This rose to 84% among teens and young adults.
It comes after Vimto expanded its energy drink proposition with a new Tropical Cooler flavour last month.
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‘Vibrant’ packs featured ‘fruit and flavour front and centre’ while remaining ‘unmistakably Vimto’
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