WeightWatchers and Vimto have teamed up to launch soft drinks in time for the post-Christmas detox.

The new nine-strong WeightWatchers line-up, which will hit supermarket shelves in January ahead of an impulse-channel roll-out the following month, comprises cordials, ready-to-drink fruit drinks and lemonade that all contain zero WeightWatcher ProPoints per 250ml. The launch marks WeightWatchers’ return to soft drinks – until 2009 a range of branded flavoured waters were available.

The cordials will be available in Sicilian Lemon & Elderflower, Italian Red Grape & Pomegranate and Chilean Plum & Raspberry flavours (from £1.69/one-litre). The RTD fruit drinks, which will be available in packs of two 330ml PET bottles (rsp: £1) and a 500ml bottle (rsp: £1.15), will be sold in two flavours: Italian Red Grape & Raspberry, and Brazilian Orange, Mango & Watermelon.

Producer Vimto Soft Drinks has also developed a Sicilian Lemonade (rsp: 79p for a 380ml bottle and £1.29 for two litres).

“The addition of the WeightWatchers brand 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,” said Vimto Soft Drinks marketing head Neil Gibson, who added that the range was aimed at women aged 35 and over.

Sales of the £60m Vimto Soft Drinks portfolio, which includes Vimto, Cherry Vimto, Levi Roots soft drinks, Sunkist and Panda, have risen 9% year-on-year [Nielsen 52w/e 3 September 2011].

Meanwhile, Icefresh is expanding its WeightWatchers range with a Vanilla Iced Dessert Tub (rsp: 900ml).

Read more
WeightWatchers to launch larger meals (8 October 2011)
Profits surge at Vimto maker Nichols (4 August 2011)

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