Vimto Soft Drinks has become the second major drinks supplier to offer UK retailers a super-concentrated pocket-sized squash.

Six weeks after Britvic announced it was launching super-concentrated Robinsons Squash’d in a 66ml bottle, Vimto has unveiled Vimto Squeezy, 50ml bottles of no added sugar squash that provide up to 25 servings (rsp: £2.49).

The bottles, which come in Original, Cherry and Strawberry flavours, will hit 419 Tescos later this month and Vimto plans to roll the range out to other retailers over the course of the year. Robinsons Squash’d is also going into Tesco this month ahead of a wider rollout.

With value sales of Vimto squash up 14.9% year on year [Nielsen 52 w/e 18 October 2013], the company is hoping the brand will tap into the opportunity offered by super-concentrated squash - dubbed ‘water enhancers’. In just a few years, the category has grown to be worth £200m in the US, having increased 64% in value year on year [Nielsen 52 w/e 31 August 2013].

Vimto said the product would support its commitment to offering healthier options. Volume sales of bottled water have risen 8.7% year on year, while overall squash and cordial sales have fallen 0.9% [52 w/e 18 October 2013].

“The Vimto water enhancer was developed to appeal to consumers including mums currently purchasing no-added sugar squash for their kids, as it can easily fit into a handbag and be used on days out,” said Vimto brand manager Clare Brown.

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