Vimto shakes up squash with new vitamin fortification

Vimto, the fastest growing squash brand in the UK1, is re-launching its core squash range this Spring. Fortifying the full squash portfolio with Vitamin D, and becoming the only squash brand to offer both Vitamin C & D liquid fortification2, Vimto will also be introducing a brand-new flavour, Blackberry, Raspberry and Blueberry. Available from this April, the launch follows the successful roll out of a new visual brand identity earlier this year across the entire Vimto portfolio.

As the No.2 Squash brand in the UK, part of Vimto’s ambition is to reframe the squash category celebrating both flavour and functional health benefits, providing consumers with additional reasons to shop the category and driving sustainable incremental long-term growth.

Research shows that over the past ten years the squash category had become stagnant. However, with an increase in tap water consumption and in-home occasions, recent value sales of squash have increased by 15.1 per cent year on year. Coupled with the growing trend towards Healthy Hydration, the 2nd biggest need-state at £2.2bn, this latest innovation from Vimto is perfectly placed to cater to these consumer consumption trends.

Now with guidance from Public Health England endorsing a daily supplement of Vitamin D4,
particularly for children, the fortification of Vitamin D into the core Vimto Squash range aims to make healthier choices easier, especially for parents.

Developed closely in-line with consumer research, the new Blackberry, Raspberry and
Blueberry variant performed extremely well during consumer testing and taps into two key
flavour trends – Blackberry and Blueberry, both with super-fruit credentials.

“As part of our ongoing commitment to provide consumers with healthier choices, we believe vitamin fortification is more important than ever,” said Becky Unwin, Senior Brand Manager, Vimto. “Our innovation team have reimagined our core squash portfolio to ensure that not only do we offer those all-important fortified vitamins but also on-trend, super fruit flavours. The inclusion of health credentials should never mean having to compromise on the flavour experience, so we are thrilled to re-launch our core squash range in this way.