Vimto has splashed out £4m revamping the packaging of its fizzy drinks range to target young kids.

The new look is aimed to appeal to 8-11 year-old children who purchase for their own consumption. It features grapes, raspberries and blackcurrants to emphasise the fruit content of the product.

Marketing manager for Vimto, Emma Hunt, said: “This age group of consumers is very fashionable and brand conscious and therefore ensuring on-shelf standout and image appeal were crucial.”

The new packs will appear first with an on-pack Pokémon promotion.