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.


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.”


Brand innovation is at the heart of growing business. If you can demonstrate a sweeping success in innovation then enter the Marketing Week Engage Awards 2012 category – just click here.

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