Nichols, the international soft drinks company behind the much-loved Vimto brand, is set to freshen up the soft drinks fixture this spring with the launch of Vimto Fans’ Edition. The new limited-edition range was co-created with consumers to deliver standout shelf presence and drive incremental impulse sales.
Launching this month, the Vimto Fans’ Edition range features two bold new flavours, each pairing familiar fruits with an exotic twist:
- Pina Guava (Pineapple & Guava), available in 500ml PMP (£1.25) and 2L
- Sunset Papaya-dise (Orange & Papaya), available in 500ml PMP (£1.25)
The vibrant packs put fruit and flavour front and centre, designed to deliver a strong visual impact, while remaining unmistakably Vimto, strengthening brand distinctiveness and disrupting the fixture within a competitive market.
The range was co-created through a dedicated social media campaign, where Vimto gave its Instagram followers an early preview of the two new flavours and invited them to get involved by submitting creative name ideas and the opportunity to vote on the final pack design. This interactive approach helped shape both the naming and look of the range, creating products with a genuine story and clear point of difference for shoppers.
Concept testing demonstrates strong consumer appeal, with Nichols’ own research finding that 4 in 5 consumers are likely to purchase, rising to 84% among teens and young adults. The range also stands out for its perceived newness, with 84% of shoppers describing it as “unique” and “different” from other fizzy drinks.
Angela Reay, marketing director at Nichols, 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. By giving them an early preview and inviting them to help shape the flavours and design, 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.”
Designed to drive incremental category sales, Vimto Fans’ Edition offers retailers a compelling opportunity to refresh their range and tap into consumer demand for novelty, interaction and limited-edition excitement in soft drinks.
