Vimto Soft Drinks is showing its more sophisticated side with a move into premium adult drinks, a category which is seeing demand surge as consumers turn their noses up at sugary carbonated products.
The company is launching two functional drinks, Unwind and Uplift, in 375ml dark blue bottles, rsp of 89p. They are evolutions of the Indigo brand, launched as an energy drink in 1996 with some success among students, but which has since “lost its way”, according to VSD.
Unwind is a still drink combining extracts of chamomile and passiflora,
both reputed to have a calming effect to help consumers chill out after a stressful day, according to assistant brand manager Bhavika Mistry. She said sparkling Uplift, which contains guarana and ginseng to give a natural high, filled a gap for a natural alternative to energy drinks that were mostly aimed at male clubbers. Both variants are designed for women aged 17 to 34, supported with magazine campaigns.
“Functional drinks is an area that has been growing quite significantly over the past few years and we want to be a key player within that,” said Mistry.
Premium soft drinks are growing in value at 15% year-on-year versus total soft drinks at 1% [ACNielsen, April].
VSD also joins the growing adult cordial market with the launch of Belgravia & Tobago, a spiced fruit drink which can be hot or cold, or a base for punch or mulled wine. It goes into Waitrose and Booths this month.
Leading Cheddar brand Cathedral City is back on TV from this month for its second wave of advertising this year.
Running for five weeks, the ad has the strapline of ‘See it.. want it’ and shows the inability of people to resist melted Cathedral City on toast.

Organic company Get Real is launching the first ready-cooked Adzuki beans that can be used straight from the freezer. Available in 500g bags, rsp of £1.99, in selected Waitroses and health stores from October 17, the beans are pre-soaked and cooked.

Lily O’Briens is launching a speciality selection box for Christmas. In a round or star-shaped box, it includes sticky toffee, hazelnut praline and lemon meringue.

Kavli is producing a Weight Watchers soft cheese with roasted onion and chive. Another Weight Watchers product produced by K&K Salsa, a mayonnaise, is claimed to have the lowest fat content on the market.
Claire Hu
wanting it
really easy
christmas star
kavli eyes dieters