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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here