Nichols plc unveils series of brand updates across Levi Roots, SLUSH PUPPiE and Vimto

Nichols plc, home of the iconic Vimto, has revealed a series of exciting launches, brand refreshes and a campaign-first this spring.

The soft drinks business is celebrating a bumper year of innovation and newness across huge brands and all channels with Levi Roots Soft Drinks, SLUSH PUPPiE FIZZiE and Vimto.

“With the external landscape evolving at pace, ‘newness’ is critical to delivering long-term sustainable growth and creating value. We also know that equity brands play a key role in maintaining category growth, both through core product range and innovation. These latest updates speak directly to these needs whilst also ensuring that we are continuing to create distinctive consumer experiences,” Angela Reay, group marketing director at Nichols, commented.

“There is a continued focus on health, and we’re proud of our UK packaged portfolio, which is 100% HFSS compliant and 52 per cent of our volume sold is now no-added sugar variants.”

Vimto has introduced a brand-new on pack promotion, ‘Love the Taste or Your Money Back’ on 1 April. The campaign celebrates the much-loved and unmistakable taste of Vimto, whilst offering new consumers a no-risk mechanic to purchase, that is easily accessible via an on-pack QR code on all qualifying packs.

Available on selected products across Vimto’s squash, carbonates and still ranges, the mechanic will be activated on a mammoth 27 million bottles and cans. The promotion will be running until the end of June on core flavours, as well as innovation – including Vimto’s new carbonates sub-brand ‘Vimto Discovery’ on both Mango & Dragonfruit and Passionfruit & Lychee flavours, and on the new Vimto Squash flavour Blood Orange with a Citrus Twist.

Backed by a £3 million investment, the on-pack promotion will be supported throughout May and June through video-on-demand, outdoor, cinema, digital and social.

“We are always looking at ways to encourage new consumers to explore the unique and unmistakeable taste of Vimto. Our ‘Love the Taste or Your Money Back’ campaign offers a risk-free way for consumers to trial Vimto,” Reay says.

Levi Roots has expanded its portfolio with Levi Roots Energy, which will provide a category flavour twist, offering ‘Caribbean Crush with a hint of ginger’ and ‘Jamaican Sunset with pinch of chilli’ – both incorporating natural caffeine, as well as additional vitamin benefits with B6 and B12 fortification – available in a 500ml can format.

With tropical flavours in energy growing +19% YoY and permissible energy also growing +23% YoY, 10 per cent faster than the total energy market, Levi Roots Energy is perfectly placed to help retailers expand the category by tapping into these growing trends, as consumers seek out differentiated and unusual flavour experiences, whilst containing natural caffeine and real fruit juice.

As well as entering the energy category, Levi Roots will also be unveiling a brand-new design for the 500ml PET range this spring, further cementing the flavourful credentials of the range, and championing an image of entrepreneur Levi Roots, optimising shelf standout and appeal.

Also new for 2024, lead flavour ‘Caribbean Crush’ is now available in 330ml can format – helping to meet consumer needs by creating new consumption occasions and more choice.

“2024 represents an exciting year for Levi Roots Soft Drinks and the brand is perfectly placed to provide a flavourful on trend choice that speaks to the needs of consumers and in turn customers,” Reay comments.

Fizzy drink brand SLUSH PUPPiE FIZZiE is launching a brand-new delicious and distinctive flavour for 2024. New Green Apple is the paw-fect new flavour from the loved and trusted brand, building on the success of last year’s SLUSH PUPPiE FIZZiE launch, with the range already worth £2.5m RSV after its first year in market.

Reay says: “SLUSH PUPPiE is all about making moments more playful for consumers both big and small. This is delivered through exciting flavours, a bold taste profile, unique and vibrant liquids that stand out on shelf, and our iconic pup mascot.

“With Green Apple, we’re building on the success of our SLUSH PUPPiE FIZZiE launch last spring, with a more playful and exciting take on a hugely popular flavour that is in growth.”

Apple performs strongly on purchase intent across the board – but particularly for kids, teens and young adults. The new flavour will also help us reach additional audiences beyond those of our existing iconic flavours BLUE RASPBERRiE and STRAWBERRiE.

The SLUSH PUPPiE FIZZiE range is zero sugar and made with natural flavours. Retailers can get their paws on 500ml Green Apple now, which will be followed by a 2L format later this year. The launch is being supported by a disruptive marketing campaign, with in-store activations, social media and PR support.

Vimto Love the Taste

Promotion will be available across the Vimto range

Squash – 725ml PET & 1L PET

Sparkling – 500ml PET, 330ml Single Can & 2L PET

Still – 500ml PET

Levi Roots

Levi Redesign:

500ml PET £1.15 PMP only

Levi Energy:

500ml can £1 PMP only

Levi 330ml can:

RRP £0.75