Categorized | Announcements, New Products, News, Non-Alcoholic

Fizzing Start For Sales of Cherry Vimto

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Cherry Vimto has been a hit with consumers since its launch in January, according to internal sales figures from brand owner Nichols Plc.

Sales of the fizzy drink, mainly through the cash and carry and wholesale trade, are already equivalent to 20 per cent of Vimto original sales.

This is roughly double what the group expected and better than Coca-Cola, whose cherry variety does only 8 per cent of core product sales, according to data from AC Nielsen Scantrack.

Nichols, based in Newton-le-Willows, said it was seeing “strong repeat orders” and very little cannibalisation of core brand sales. “The cherry flavour has brought new brand users into Vimto,” a spokeswoman said.

Plans to launch Cherry Vimto as a cordial are going ahead as planned in April or May, following the response to the fizzy product. It could also be the first of a series of new flavours.

“There have been some very positive responses from the multiple retail trade to this launch and the consumer testing research was amongst the strongest positive responses to a new product that the external testing agency had seen,” the spokeswoman added.

“If the launch of Cherry goes well, then it shows that the core Vimto brand is strong with consumers. We would consider other flavours so long as the consumer demand is there for them and that it adds incremental business to the categories we operate in.”

Neil Gibson, head of marketing for Vimto Soft Drinks, said: “Launching a new flavour to the Vimto range has been a significant milestone for the company demonstrating our commitment to diversifying our offering according to market demand.

“The success of the recent Cherry Vimto launch reflects the great strength behind our consumer proposition, the drive and determination of the Vimto team and the support of our key trade customers. I’m confident Cherry will continue to attract new consumers to the brand and become a true asset in the cordial and carbonated soft drinks categories.”

One-off specials have been produced previously, but Cherry Vimto is the only permanent new flavour to be marketed since the drink was first made in 1908.

The original Vimto, invented in Timperley as a temperance drink to wean the working classes off alcohol, is made from grape, blackcurrant and raspberry juice with a secret ingredient made from 26 herbs and spices. The new flavour has exactly the same ingredients with the addition of cherry and was devised as part of a five-year programme of new product development designed to stretch the Vimto brand.

It was launched after market researchers sampled 500 consumers in June 2009, with 86 per cent of teens and 89 per cent of adults saying they were likely to buy the new product. Nine out of ten teens and adults rated the taste “good” or “very good”.

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Saturday, July 22, 12:44 am

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