Vimto shakes up squash category with new vitamin fortification

Vimto, the fastest growing squash brand in the UK, is re-launching its core squash range this Spring. Fortifying the full squash portfolio with vitamin D, and becoming the only squash brand to offer both vitamin C & D liquid fortification, Vimto will also be introducing a brand-new flavour, Blackberry, Raspberry and Blueberry. Available from this April, the launch follows the successful roll out of a new visual brand identity earlier this year across the entire Vimto portfolio.

Part of Vimto’s ambition is to reframe the squash category celebrating both flavour and functional health benefits, providing consumers with additional reasons to shop the category and driving sustainable incremental long-term growth.

Over the past ten years the squash category had become stagnant, however with an increase in tap water consumption and in home occasions, recent value sales of squash have increased by 15.1% year on year. Coupled with the growing trend towards Healthy Hydration, the 2nd biggest need state at £2.2bn, this latest innovation from Vimto is perfectly placed to cater to these consumer consumption trends.

Vimto shakes up squash category with new vitamin fortificationNow with guidance from Public Health England endorsing a daily supplement of vitamin D4, particularly for children, the fortification of vitamin D into the core Vimto Squash range aims to make healthier choices easier, especially for parents.

Developed closely in-line with consumer research, the new Blackberry, Raspberry and Blueberry variant reportedly performed extremely well during consumer testing and taps into two key flavour trends – Blackberry and Blueberry, both with super fruit credentials.

Becky Unwin, senior brand manager, Vimto, said: “As part of our ongoing commitment to provide consumers with healthier choices, we believe vitamin fortification is more important than ever. Our innovation team have reimagined our core squash portfolio to ensure that not only do we offer those all-important fortified vitamins but also on-trend, super fruit, flavours. The inclusion of health credentials should never mean having to compromise on the flavour experience, so we are thrilled to re-launch our core squash range in this way.

“With 90% saying they would purchase our new offering, we couldn’t be happier with how the new design and fortified recipe performed during consumer testing. We place a huge amount of importance on ensuring that any new Vimto variant serves to fill a gap in the market, whether that be from a category, flavour or benefits perspective, and we believe our new squash range does exactly that.”

The relaunch of Vimto’s core squash range will also see an exclusive flavour launch with Asda. Brand new Cherry, Raspberry and Blackcurrant Vimto Squash, no added sugar, fortified with vitamin D will be available from the end of April and will be part of Asda’s Tickled Pink Campaign from September – with 10% of the selling price being donated to the Breast Cancer Care charity.

Related content

Leave a reply

Food and Drink Technology