Vimto launches on-trade drive under new identity

Nick Yates Vimto

Nichols has launched a new drive for its soft drinks in the on-trade, ranging from Vimto and Feel Good to its frozen slushies, under the new business name of Vimto.

The Nichols dispense business, which supplies bars, pubs, restaurants and cafés, is now known as Vimto with the strapline “Refreshing soft drinks solutions”.

Nick Yates (pictured), trading director for Vimto Out of Home, said: “With consumers treating themselves more often, we’ve seen the continued rise in eating out occasions and as a consequence a rise in sales of soft drinks.

“Within the on-trade, sales of soft drinks have grown at a rate of 3.9% year on year to £4.2bn, driven in particular by premium soft drinks such as adult-flavoured carbonates.

“This presents a huge sales opportunity and we’re in a fantastic position to be able to help customers take full advantage.”

The Vimto business is built around four key components: a national distribution network offering a wide choice of dispensed soft drinks; a direct-to-door delivery service; dispense equipment free on loan, including installation, maintenance and local technical support; and marketing support services. It also has an exclusive agreement with Coca Cola Enterprises to distribute Coca-Cola dispense.

Nick added: “We have a truly unrivalled range in the market spanning bag in box, including Coca-Cola dispense, a wide portfolio of packaged products including Vimto, Feel Good and Levi Roots, and we’re also able to offer a range of great frozen products including Star Slush, Froozie and Slurp brands.

“When you combine our range with our national distribution network and our full-service capability for supply, installation and maintenance of dispense equipment, I believe we have one of the most complete and credible soft drinks offers that every licensed premise in the independent free trade or managed estate can trust.

“We are excited about what the future holds for our business and what we can achieve by working in partnership with on trade customers.”

The company’s packaged portfolio includes the Vimto range which comes in still and carbonated ready-to-drink formats as well as squashes and a “no added sugar” range.

Feel Good, which was bought by Nichols from MBG International Premium Brands in July, is a range of 100% natural premium adult drinks available in both lightly sparkling and still variants, with no added sugar.

Levi Roots is a range of tropical-flavoured soft drinks with variants such as Caribbean Crush and the new Jamaican Sunset variant. Products are available in 500ml and two-litre carbonates. Vimto also offers Panda, a range of flavoured waters and juice drinks aimed at children.

Tapping into the huge popularity and growing demand for frozen drink products, Vimto acquired a share in The Noisy Drinks Company which enables it to offer an extensive range of frozen drinks and equipment.

The product range includes thick milk shake Slurp and a frappé-style frozen drink known as Chiqqo, complementing the UK’s leading frozen drink, Starslush. Burrrst is a new frozen carbonated slush drink featuring Vimto and Starslush Blue Raspberry varieties. Also in the range is Froozie, a fruit-based slush drink which is aimed at the school market.

Vimto distributes a range of bag-in-box products from its own portfolio including Vimto and Sunkist as well as on behalf of a number of other outside brands including Irn Bru.

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