Vimto range given revamp

Vimto is to introduce a new pack design across its entire range over the coming months.

A new 50cl Still Vimto sportscap bottle – replacing the variant’s 50cl wide-mouth and screw-top bottle – is the first line to feature the revamped branding. The pack is available in all trade channels in plain bottles, and in the wholesale trade in a 95p price-marked version. Vimto is backing the launch with a national telesales drive, cash and carry POS, and retail POS kits including dump bins and wobblers.

Research on the overall new look for the Vimto brand had shown it would increase trial purchase and bring existing Vimto drinkers closer to the brand, said senior brand manager Emma Hunt.

“We are keen to make sure our offering and image always hit the mark,” she added. “We are confident the redesign will give retailers even more reason to stock Vimto.”?Vimto brand owner Nichols said in a trading statement that it expected group profitability for the year to December 31, 2010 to be “significantly ahead” of the previous year and of previous market expectations.

Meanwhile, Eric Healey has joined Nichols as a non-executive director and chair of its audit committee. He was previously a senior audit and independent review partner at accountancy firm Grant Thornton.