Vimto Soft Drinks is seeking a marketing director after admitting that its decision to hand responsibility for marketing of the brand to the managing director had failed to work out.
The change in strategy by parent company Nichols follows the departure of Vimto managing director Glen Hudson last November. Hudson, who spent four years with the company, oversaw all of the brand’s marketing.
It is understood the company has concerns that the marketing responsibilities are too demanding to be part of the managing director’s role.
At the same time, it is looking for a new managing director to replace Hudson, who was credited with reducing the sugar content of Vimto and introducing new variants of the brand.
The marketing was previously handled by Nigel Follos, who is now managing director of Cabana, the division of Nichols that distributes dispensed drinks.
Vimto, which was an iconic brand of the 1980s, has been focusing on broadening its portfolio in recent years as part of a move to tap into the growing trend towards healthier products.
Last year, it introduced a juice range for the schools market under its Panda brand. Panda Juice contains 70% fruit juice and 30% water and complies with school food guidelines issued by the Government.
Panda has also launched a ready-to-drink range in Tayberry & Elderflower and Wild Cranberry & Pomegranate variants.