Vimto hands over the reins as fans co-create range

Nichols, the international soft drinks giant, has officially launched its “Vimto Fans’ Edition” range, marking a significant shift in how the 118-year-old brand approaches innovation.

Unlike traditional launches, these two new fizzy flavours were developed in direct collaboration with consumers through a high-engagement social media campaign.

Rolling out across the UK this February, the range aims to “disrupt the fixture” and capture the attention of Gen Z and millennial shoppers looking for novelty and authenticity.

To develop the range, Vimto bypassed traditional R&D silos and went straight to its Instagram followers. The interactive campaign allowed fans to:

• Preview the flavour profiles early.
• Submit creative names for the drinks.
• Vote on the final vibrant pack designs.

This “human-in-the-loop” strategy has resulted in a product line with a built-in “authentic backstory,” making it stand out in an increasingly crowded soft drinks market.

Nichols’ decision to let consumers take the lead is backed by strong internal research. Concept testing for the “Fans’ Edition” revealed impressive purchase intent:

• 80% of all consumers said they were likely to buy the range.
• 84% of teens and young adults expressed purchase intent.
• 84% of shoppers described the range as “unique” and “different” from existing fizzy drinks.

“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. We’ve created a range that delivers bold taste, standout shelf presence, and a great story for shoppers,” Angela Reay, marketing director at Nichols

This launch follows a period of rapid expansion for Vimto, including its recent push into the energy drink category with the Vimto Energy Tropical Cooler. By offering limited-edition runs that tap into the “treat occasion,” Nichols is helping retailers keep their soft drink aisles fresh and exciting, encouraging repeat impulse purchases.

The “Vimto Fans’ Edition” is available now in convenience stores and major retailers nationwide