pringing into the new season by extending its Still range with the launch of a new Limited Edition flavour.This month, Vimto will launch New Strawberry Still to support the brand’s continued development of its NAS range, led by the increasing consumer demand for healthier options in the soft drinks category.
The limited edition flavour aims to inject more excitement into the soft drinks aisle during the crucial summer months, and its ready to drink 500ml sportscap format hopes to help to drive trial with teens and young adults who can consume it on the go.
Brand manager Clare Brown said: “We are delighted to introduce this exciting new seasonal variant to the category which we believe will drive growth with those looking for a refreshing summer flavour.
“We know consumers will be looking for healthy options to enjoy during the warmer months ahead, and we are confident this range will go down well with convenience shoppers.”
The brand is also set to roll out a new four pack can format to the convenience channel following research which identified a new growth opportunity for a smaller pack size than the standard six pack.
The Vimto Original four-pack will be introduced to Co-op, Spar James Hall and Spar Appleby Westwood throughout the UK from April onwards, with further national listings set to feature the new format range in the coming months.
Clare added: “We are all well aware that consumer shopping habits have changed in recent years due to the economic climate, with more and more people trading in terms of pack size as they look to reduce spending.
“We believe that by introducing a competitively priced four-pack to convenience shoppers this will help to meet their needs by giving them a brand in demand, in a format they can easily carry home and at a price they can afford, whilst helping retailers maximise their sales opportunities in outlets where fixture space is at a premium.”
