Vimto is rolling out a new pack design encouraging consumers to drink it hot in a bid to drive sales outside the brand’s peak summer months.

Rolling out from Monday, the Hot Toady packs feature the Vimtoad character wearing a winter jumper, with the text, ‘Why not try me hot?’. This is the first time Vimto has promoted a hot serve on pack.

“We know Vimto fans have loved ­drinking the squash hot over the years,” said brand manager Vicky Marsden.