Vimto partners with IB Group to launch new Juicy Mixups

Soft drinks brand Vimto has announced a collaboration with confectionery distribution giant IB Group to launch the new Vimto Juicy Mixups.

The new SKU, a tantalising twist on the classic gummy mix, is available now in convenience and wholesale.

The sweets bring together the unique taste of Vimto with two hugely popular Vimto Remix flavours – Watermelon, Strawberry & Peach and Mango, Strawberry & Pineapple.

Bursting with real fruit juice, Vimto Juicy Mixups are a combination of much loved retro sweet shapes including a Fried Egg, Bottle, Watermelon Slice, Ring and Pencil and offer a mix of fun, playful textures and all-natural colours.

The exclusive collaboration will see Vimto Juicy Mixups (RRP: £1 for 140g) available across the country, with stock in all 19 Hancocks Cash and Carry stores, plus distribution throughout its customer base.

Helen Hartley, brand licensing manager at Vimto, said: “Millions of people around the country love the classic taste of Vimto and our partnership with IB Group means we can continue to create refreshing new ways for them to enjoy it.

“We’re excited about extending our confectionery flavour profile to incorporate Vimto Remix; Juicy Mixups are going to take gummy sweets to a whole new level!”