Vimto gets in shape with sports launch

• The 250ml Sportscap Mini format.
• The 250ml Sportscap Mini format.

THE firm behind Vimto has expanded the soft drinks range in the on-trade with the introduction of a 250ml sugar-free ‘Sportscap Mini’ format.

Designed to meet the needs of younger drinkers, the ‘no added sugar’ variant is said to give parents “peace of mind” while the sportscap is designed to prevent spills.
The release of the new packaging format, which was introduced to the trade this month, coincides with Vimto’s current marketing campaign, ‘Seriously Mixed Up Fruit’, which forms part of the brand’s strategy to appeal to children aged from eight to 14 years old and their parents.
The new 250ml Still Sportscap Mini joins Vimto’s on-trade packaged range, which includes the 500ml Still Sportscap, carbonate bottles and 330ml cans, available as original and no added sugar variants.
Clare Pritchard, brand manager for Vimto, said the new format offers a “good alternative for outlets that want to offer choice for the family market”.
“Since changing our 500ml still bottle from a wide neck to a sportscap format demand and sales have risen, proving that the 250ml bottle will tick all the right boxes for customers,” said Pritchard.
“Vimto also has a unique flavour that provides something different compared to the usual orange, cola and lemonade products on the market.”