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Nichols, the parent company of Vimto, has announced the launch of Vimto Fans’ Edition, a new limited-edition range co-created directly with consumers. The rollout, beginning this month, introduces two exotic flavour variants designed to disrupt the soft drinks fixture and drive incremental impulse purchases.

The launch leverages a "consumer-led" innovation strategy, having been developed through a dedicated social media campaign. Instagram followers were given exclusive previews of potential flavours and invited to submit name ideas and vote on the final packaging design.

Exotic Twists on Familiar Fruits

The range features two bold flavour combinations that pair familiar fruit profiles with exotic notes, tapping into the consumer demand for adventurous but accessible tastes.

The Lineup Includes:

• Pina Guava: A blend of Pineapple and Guava.

  • Formats: 500ml Price-Marked Pack (PMP) at £1.25 and 2L bottle.

• Sunset Papaya-dise: A fusion of Orange and Papaya.

  • Formats: 500ml PMP (£1.25).

Shelf Standout and Value

The packaging design places "fruit and flavour centre stage," utilising vibrant visuals to maximise shelf disruption in the competitive soft drinks aisle. By incorporating Price-Marked Packs (PMPs) at the £1.25 price point, Nichols is also addressing the value-conscious shopper—a critical demographic in the current economic climate.

Angela Reay, Marketing Director at Nichols, emphasised the operational benefit of the collaborative approach.

“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,” Reay stated. “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.”

The range is available immediately to retailers, offering a fresh narrative to reinvigorate the fixture for the upcoming season.