Vimto aims to build on already strong sales with a new Cherry flavour the first permanent new line in its 101-year history.

The Nichols-owned company is rolling out carbonated Cherry Vimto next month and a cordial version in May. There was “massive growth potential” for cherry-flavoured soft drinks, claimed Vimto. The NPD would encourage trial and help raise the brand’s profile in southern England, said head of marketing Neil Gibson. “Our research in 2009 revealed there was huge affection for the brand and an opportunity to stretch it into new flavours and categories.”

The research indicated that in diluted drinks cherry flavours had grown 142% over the past year with southern England accounting for more than 60% of sales [Nielsen MAT 5 September 2009].

Vimto carbonates grew 18.5% to £17.1m and cordials 15.1% to £20.5m in the year to October 2009 [Nielsen].

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