Nichols is to overhaul the packaging of its flagship Vimto brand.

Chairman John Nichols made the announcement as he unveiled a 12.5% rise in UK sales for the first four months of the year.

“In 2011 we will again increase our total brand investment, including the complete update of Vimto brand packaging and a new, multimedia advertising campaign launching in May,” he said.

Nichols said sales were ahead of company forecasts in the Middle East and Africa as well as in the UK.

“We have continued to deliver strong growth in the first four months of the year… despite the very strong comparatives in 2010 and the prevailing uncertain economic and consumer backdrop,” Nichols told the company’s AGM today.

He also said the company’s new range of Caribbean drinks created by Reggae Reggae entrepreneur Levi Roots had been “very well received” by trade customers.

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