Beverages manufacturer Vimto Soft Drinks has revealed that its whole cordial product range has been redesigned to strengthen brand visibility, a trade website has revealed.
According to Talking Retail, the designs retain and build on Vimto’s distinctively-shaped bottles, which the firm’s latest research has shown were an attractive feature to consumers.
Embossed below the neck with tactile fruit-themed detail, the new ‘squound’ bottle has a reduced height and softly squared edges to make it easier for retailers to stock and consumers to grip and pour.
Emma Hunt, senior brand manager for Vimto, said: “We looked at our packaging across the portfolio and decided to change the design of the cordial bottles to make them more unique and recognisable to our target market.”
She added that the company hopes its innovations will help “better communicate” the drink’s “unique” flavour and brand identity.
This comes after Scottish manufacturer AG Barr last week declared having seen a “phenomenal” lift in sales following the release of its limited edition 500ml ‘Big Match’ cans of Irn-Bru, produced to coincide with the World Cup period.