Vimto to launch Weight Watchers branded drinks

Vimto owner Nichols has signed an exclusive deal with Weight Watchers to launch a range of soft drinks under the slimming programme’s brand.

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The range, which will consist of flavoured cordials, ready to drink fruit products and lemonade products, will be rolled out nationwide in January to coincide with the traditional time of year many people look to start diets.

The launch marks the company’s biggest brand launch since Vimto entered the market 103 years ago.

The drinks will be available in a range of sizes and include flavours such as Italian red grape and pomegranate and Chilean plum and raspberry.

Neil Gibson, head of marketing at Vimto Soft Drinks, says the partnership offers the brand an opportunity for significant growth in the soft drinks category.

He says: “We are sure the range will prove to be a big success with both retailers and consumers as it meets with the market’s requirement for healthier products without compromising on quality.”

“The addition of the Weight Watchers brand further strengthens our portfolio and continues the strategy that has enabled us to grow not only our own share of the market, but also create incremental growth for retailers and the soft drinks market as a whole.”

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