The 250ml resealable pouch with funky twist cap has no artificial colours or preservatives and is foil-packed for maximum freshness. The ‘squeeze and crush’ concept of the pouch captures teen market appeal, making it a desirable product that will help retailers boost sales with this lucrative audience.
The pouch was developed in response to the growing demand for convenience in product and packaging in the soft drinks market. With maximum shelf stand-out, trials have shown that kids like the way they can reseal the pouch for consumption later in the day. The pouch will hit the shelves in May and will appeal particularly to the kids’ ‘grab on the go’ market and the minimal packaging is fully recyclable.
The development of the new pouch was as a result of extensive consumer research carried out by Vimto Soft Drinks in order to reposition the Vimto brand and to increase the relevance of its portfolio to shoppers across all sectors.
This research has enabled Vimto to develop a strong understanding of how consumers shop and what the key drivers are within the independent sector. ‘Teen Power’ has been identified as a key driver for the soft drinks market, offering opportunities for growth.
The Vimto brand is now worth £35.5m and is significantly outperforming the market, growing at a rate of 6.3% MAT (AC Nielsen). 2009 will see a 25% increase in the company’s marketing investment – underpinned by TV, radio, press and online media support, sponsorship and promotional activity.
Emma Hunt, senior brand manager for Vimto Soft Drinks, said: “Despite economic conditions, we’re committed to investing heavily in the Vimto brand through a strong advertising campaign, and with a marketing programme that will inevitably increase demand. We’re investing £5m in Vimto throughout 2009 through a whole range of innovative activities to drive trial and interest.”
The Vimto pouch will be available in the impulse channel from 11 May and is available in outers of 18. Vimto’s new screw-top 250ml on-trade bottle replaces the previous crown top bottle, to offer more elegant packaging, ensuring it’s recognised as a soft drink option.
The bottle, with its twist-cap packaging, meets the requirement for serve and pour in the on-trade channel and will be positioned as a product suitable for all ages. The new bottle, set to be available to the trade in the Wholesale/C&C channel from May 2009 in outers of 24, will contain the fizzy variant of Vimto’s original recipe.
Source: Nichols plc
© FoodBev Media Ltd 2024