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Nichols has announced the launch of Vimto Fans’ Edition, a new limited-edition range co-created with consumers, aiming to deliver 'stand-out shelf presence' and incremental impulse sales.

Rolling out this month, the range introduces two bold flavour combinations that pair familiar fruits with an exotic twist: Pina Guava (Pineapple & Guava) – available in 500ml price-marked packs (PMP) at £1.25 and 2L, and Sunset Papaya-dise (Orange & Papaya) – available in 500ml PMP (£1.25).

The vibrant packaging places fruit and flavour centre stage. Designed to disrupt the fixture in a highly competitive category, the eye-catching packs aim to strengthen brand distinctiveness and encourage impulse purchase.

The Fans’ Edition concept was developed through a dedicated social media campaign, giving Instagram followers an exclusive preview of the flavours and inviting them to submit creative name ideas and vote on the final pack design.

This collaborative approach shaped both the naming and visual identity of the range, delivering products with an authentic backstory and clear point of difference at the shelf.

Angela Reay, marketing director at Nichols, commented: “Limited editions are a proven driver of impulse sales, but we wanted to go one step further by putting our fans at the heart of the process. By giving them an early preview and inviting them to help shape the flavours and design, we’ve created a range that delivers bold taste, standout shelf presence and a great story for shoppers, while helping retailers keep the fixture fresh and exciting.”