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.