Vimto, the squash brand owned by Nichols, has introduced a new functional product to target families at breakfast time.
Vimto Wonderfuel is high in vitamins B, C and D, and offers a source of iron and zinc. It is made with real fruit juice with no added sugar, described by Nichols as a “first-of-its-kind’ squash that “blends great taste with essential nutrition”.
The new drink is available in three flavours: Apple & Blackberry, Summer Fruits, and Mango & Orange. The range comes in 725ml bottles, with the company noting it costs 17p per serving compared to 50p per serving for branded fruit juices.
Vimto Wonderfuel is rolling out in major UK retailers, including Tesco, Sainsbury’s, Morrisons, and Booths. The launch will be backed by a £1.2m marketing campaign, starting with shopper marketing and social media in May and then TV advertising from August to drive awareness with families during the key ‘back-to-school’ period.
Angela Reay, Marketing Director at Nichols, commented: “Breakfast is an important occasion for families, but parents are increasingly looking for ways to add more nutrition to their children’s diets without compromising on taste. Vimto Wonderfuel is the perfect solution, offering a delicious and convenient way to provide essential vitamins and minerals at the start of the day. We’ve listened to families, and we know that they want great taste plus health benefits – Vimto Wonderfuel delivers on both. We’re confident this launch will energise the squash category and drive growth from health-driven breakfast occasions.”
