Vimto Soft Drinks is adding lunchbox appeal with the launch of a new ready-to-drink Vimto format.
The handy-sized 250ml sports cap bottle has been designed to be comfortable for young hands and fit school lunchboxes.
The soft drink, which contains real fruit juice, vitamins B, C and D, and has no added sugar and no artificial colours, will be available as a single and shrink-wrapped four-pack (rsp: £1.49).
Vimto Soft Drinks brand manager Claire Nield said she believed the new format would follow the success of the Vimto 500ml still launch.
“We are determined to build on this performance and the new 250ml SKU will capitalise on the booming RTD market with a pack format which generates consumer interest, tailoring Vimto to lifestyle demands and new drinking opportunities,” added Nield.
The bottle will benefit from Vimto’s £3.5m generic campaign.