Nichols CEO Marnie Millard

Vimto owner Nichols PLC has acquired a 49% equity stake The Noisy Drinks Co. to enable it to grow its presence in the out of home market across the UK and Europe.

Founded in 2002, Noisy Drinks markets and distributes iced slush and milk drink products in the UK and internationally, with customers including Brewers Fayre Family Restaurants, Alton Towers and Madame Tussauds throughout Europe.

The two businesses already know each other well, with Noisy Drink Concentrates being manufactured at Nichols Manufacturing in Ross-on-Wye. This partnership includes includes Vimto in the Froozie slush offering and a newly launched frozen carbonated range of slush drinks marketed under the umbrella brand BURRRST.

David Pearce, one of the founders of The Noisy Drinks Co will continue in the role of Managing Director, reporting directly to Nichols CEO Marnie Millard. The terms of the deal were undisclosed.

Millard said: “Coupled with the International business, our investment in Noisy Drinks is an important step in increasing our expertise in the foodservice and leisure industry as well as unlocking new regional and national accounts as part of our growth strategy within the Out of Home channel.”

Pearce added: “Everyone at Noisy Drinks is very excited to be joining forces with Nichols Dispense. The popular, high profile Nichols brands will undoubtedly increase our frozen drinks market penetration. The skill sets, experience and resources of the two companies are complementary and will enable us to dynamically enhance our operations in the Out of Home market across Europe”