5 minutes with… Jenny Powell, Vimto
As Vimto prepares to launch Vimto Energy as a price-marked pack, Vimto’s brand controller explains why the time is right
Since its initial launch in 1908, Vimto has long been a family favourite – in fact, it can be found in one in five UK households, which demonstrates its long-lasting popularity.
Now worth more than £121m* in UK retail sales, Vimto is the ninth most-chosen beverage brand. With a squash, and sparkling and still drinks range, it’s no surprise that there was demand for us to extend the range further. Vimto Energy launched in July 2023 in its unmistakable Original flavour in both full-sugar and sugar-free variants, and it’s been a huge success, with consumers loving it up and down the country.
For 2025, we’re now looking to support Vimto Energy further as we launch a price-marked pack into the independent convenience channel.
WN: This is an exciting move for Vimto…
It is. There’s no doubt that price-marked packs offer great value for the convenience channel, and we know it’s a pack that shoppers are drawn to as they associate them with the best value. Providing a price-marked pack ensures we deliver what shoppers are looking for.
Price-marked packs also play a key role in driving consistency across the independent convenience channel, while reassuring shoppers that they are getting the best possible value. Independent retailers are time-pressured and price-marked packs simplify things for them too, as well as the consumer.
WN: Tell us about Vimto Energy…
Of course. Vimto Energy offers the unmistakable Vimto taste consumers already know and love while tapping into the demand for an energy boost while on the go.
Flavour is a key driver for growth within the energy category. Consumers are looking beyond your typical flavours to get their energy fix and Vimto Energy does just that.
It delivers against macro health trends with permissible benefits including natural caffeine, vitamins B6 and B12, just 95 calories per can and HFSS compliant. The design stands out on shelf and will disrupt shoppers at point of purchase. Priced competitively at £1, Vimto Energy offers both great value and permissible benefits all in one 500ml can.
Since its launch, Vimto Energy has grown to be worth £2.9m RSV** in the UK, which just proves that Vimto offers consumers the great-tasting energy drink they are looking for.
WN: How can wholesalers best support the launch of price-marked Vimto Energy?
This is going to be our biggest launch into wholesale this year, and we will be investing significantly in both depot and online with dedicated in-depot POS and activations to encourage retailers to pick it up. We will also be supporting retailers by creating POS and siting it with retailers using our van sales team.
Wholesalers can give the launch incremental space, front of depot features, and site the POS to maximise this launch period and drive engagement.
In addition to the launch, wholesalers will benefit from a second wave of support during the key summer period as Vimto Energy PMP will be featuring in our summer campaign, Love the Taste, where we offer a risk-free way for consumers to try our Vimto products: ‘Love the Taste, or claim your money back’.
My top tip for wholesalers would be to merchandise Vimto Energy alongside other energy drinks, rather than the existing Vimto range, to drive awareness of the product, both in depot and online.
*Nielsen IQ RMS data for the Squash, Flavoured Carbonates, RTD Still, Energy, and Flavoured Water categories for the 12-month period ending 28.12.24 for the GB Total Coverage market; **Nielsen IQ RMS data for the Energy category for the 12-month period ending 28.12.24 for the GB Total Coverage market
convenience Energy drinks Jenny Powell price-marked packs supplier Vimto
