Vimto is delighted to announce the launch of its first ever ‘Vimto Factory’ within one of the world’s most prestigious retailers, Selfridges. The exclusive six-month trial, which started on 18th July, will drive awareness of a range of the brand’s products and showcase the opportunity offered by the company’s licensed portfolio.
Trialling exclusively at Selfridges Trafford, Manchester and Selfridges Birmingham, the initiative is set to demonstrate the potential its combined portfolio can offer retailers across the UK.
Shoppers will be able to purchase a range of items from the brand’s portfolio, including soft drinks, Vimto Slush, and confectionery, such as the new Vimto Vintage Fudge and the new Vimto Jelly Beans in addition to other classics like Vimto Bon Bons. The products on offer are set to appeal to both the brand’s core target audience of teenagers as well as a broader demographic including adults. The pop-ups will also feature a refreshed gift pack offering from the brand at a price point of £4.99 – £12. To further engage shoppers, Vimto will run a consumer competition, giving away five ‘purple tickets’ worth £100 to be spent in-store at the Vimto Factory.
Helen Hartley, Brand Licensing Manager for Vimto, comments: “This is a unique opportunity for consumers to see the breadth of Vimto products available, as their typical position within various categories across the store means they aren’t usually merchandised together. We cannot wait to showcase the wide variety of products that Vimto has to offer.
Demonstrating the product quality and breadth of range in the licensed portfolio, we hope to generate new interest for listings with current licensees as well as inviting potential licensees to get in touch and see how much the Vimto brand has to offer.
“The Vimto Factory will create great impact at point of purchase, and we are delighted that a retailer as prestigious as Selfridges has endorsed the concept and chosen to place not one but two of these popups in prime retail locations instore. Selfridges, voted the ‘Best Department Store in the World’ three times, is a fantastic partnership for us, particularly with a store based in our heartland, Manchester. Vimto’s loyal audience has nostalgic favourites but this is the perfect opportunity to tempt them to explore the wider range and discover new delights.”
The ‘seriously mixed up fruit’ brand currently has close to six million buyers across the UK and is worth £69.5m, experiencing a sales uplift thanks to Vimto’s recent promotional push for new subbrand Vimto Remix, which is also available from the pop-up Vimto Factory. This activity is just one example of many in a strong marketing plan for the brand, which is set to highlight its on-going success and ambition to grow further.