Vimto owner Nichols PLC has entered into a £6.6m partnership with The Noisy Drinks Co, acquiring a 49% equity share that enables the £110m soft drinks business to grow its presence in the out-of-home (OoH) market across the UK and Europe.
Investment in The Noisy Drinks Co, which markets and distributes iced slush and milk drink products in the UK and internationally, builds on Nichols’ presence within the OoH channel. Nichols PLC also owns Nichols Dispense, the UK’s largest independent supplier of dispensed soft drinks including Vimto, Coca-Cola, Irn Bru, Sunkist, Ocean Spray and an own-brand range.
The Noisy Drinks Co is based in West Thurrock and was founded in 2002. Customers include Haven Holidays, Butlins, Whitbread and the Merlin Group. Noisy Drinks brands are supplied to major OoH venues, including Brewers Fayre Family Restaurants, Alton Towers, Wacky Warehouses, Chessington World of Adventures, Gardaland in Italy, Heide Park in Germany, and Madame Tussauds throughout Europe.
Strong links between the two businesses already exist, with Noisy Drink Concentrates being manufactured at Nichols Manufacturing in Ross-on-Wye. This includes Vimto in the Froozie schools compliant slush offering and a newly launched frozen carbonated Range of slush drinks marketed under the umbrella brand Burrrst. A new Vimto Starslush product is also set to be launched into the market and will be placed in major leisure venues.
David Pearce, one of the founders of The Noisy Drinks Co, will continue in the role of managing director, reporting directly to Nichols PLC CEO Marnie Millard, who said: “The philosophy at Noisy Drinks of offering service and quality as a key differentiator in the market is exactly in line with Nichols Dispense.
“Coupled with the international business, our investment in Noisy Drinks is an important step in increasing our expertise in the foodservice and leisure industry as well as unlocking new regional and national accounts as part of our growth strategy within the out of home channel.”
David Pearce said: “Everyone at Noisy Drinks is very excited to be joining forces with Nichols Dispense. The popular, high profile Nichols brands will undoubtedly increase our frozen drinks market penetration. The skill sets, experience and resources of the two companies are complementary and will enable us to dynamically enhance our operations in the out of home market across Europe.”
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