The new fruit drops come in eye-catching packaging designed to replicate the famous Vimto soft drinks can and will be retailing at around £1.
Each stylish plastic can contains a mouth-watering selection of 14 individually-wrapped fruit drops made with the secret Vimto flavour, real fruit juice and containing no artificial colours or hydrogenated fats.
The concept, design and launch of the new Vimto flavour fruit drops and the innovative packaging has been developed by Newbridge Foods, which is now handling UK sales and distribution as an official licensee for Vimto.
David Beaumont, Director of Newbridge Foods, said: “These delicious Vimto flavour fruit drops are made with real fruit juices and are an exciting addition to the UK’s £2.5 billion sugar confectionery market. We are delighted to be working in association with Vimto, which is an iconic international brand with a proud history and tradition dating back to 1908.”
In addition to benefitting from the core brand’s record-breaking multi-media marketing campaign, the new Vimto flavour fruit drops will be strongly supported by advertising, PR and consumer sampling once a strong distribution base has been secured.
Vimto is now a £55.7 million soft drinks brand with sales currently increasing by 6 per cent year-on-year*. Last year also saw Cherry Vimto benefit from its first TV advertising campaign, which has helped to build this recently-launched addition to the Vimto family into a multi-million pound brand.
James Nichols, Brand Licensing Manager for Vimto-Nichols, said: “When we started working with Newbridge Foods, the new Vimto flavour fruit drops immediately stood out as premium-quality confectionery with an innovative packaging design which gave us the brand position we were looking for. We have a wide range of Vimto confectionery products produced by a number of licensees and we are very confident that the new Vimto flavour fruit drops will prove to be a very exciting and successful addition to the range.”
Vimto flavour fruit drops are available in shelf-ready display outers containing 12 x 42g units.
*AC Nielsen MAT Total Coverage Data to 29.10.11
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