Vimto to embark on consumer research study

Vimto, the Nichols-owned soft drinks brand, has appointed UK research & marketing insight consultancy McCallum Layton to undertake a combined sensory and consumer research study.

Vimto campaign
Vimto campaign

The study will look at the company’s product development programme over the next two to three years.

Emma Hunt, Senior Brand Manager at Vimto says: “We were very impressed with McCallum Layton’s vast experience and expertise in being able to integrate both a sensory and consumer research approach and in being able to provide a bespoke trained sensory panel for our study.”

Vimto changed its positioning to target teenagers with the launch of a £5m marketing campaign in June during the launch of Big Brother 10.

A television advertisement created by Driven featured three animated characters – a raspberry, blackcurrant and grape. The “Seriously Mixed Up Fruit” are mixed together into Vimto after taking a ride on the Waltzers at a fairground.

McCallum Layton launched its sensory testing unit and panel in July 2008. The unit is headed up by former Businesswoman of The Year Vivien Wilton-Middlemass.

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