Fruity facts & figures from Vimto

23/08/2010 - 00:00
Soft drinks brand Vimto has achieved a value of over £50m for the first time ever. Here are some more interesting facts.

It is now worth £50.7m and is significantly outperforming the market, growing at a rate of 31.4% YOY. The brand has doubled in size in seven years and grown for the past 17 consecutive months. Vimto is now similar in size to favourite household brands Monster Munch, Coco Pops, Jaffa Cakes and Ben & Jerry's. Vimto is growing across all of its operating categories: a 36.8% increase in Carbonates, a 30.3% increase in Dilutes and a 10.6% increase in RTDs. Specifically the Vimto Cordial range grew 35.9% in the twelve weeks to 10.07.10. In Grocery Multiples, the Vimto brand is now worth £34.6m, growing at a rate of 33.3%, and in Impulse, the Vimto brand is now worth £16m, growing at a rate of 27.4%. Cherry Vimto has added an incremental £1.4m to the Vimto brand since its launch at the beginning of 2010. This summer Vimto's Seriously Mixed Up Fruit advertising campaign has been appearing on TV, radio and online nationwide. Last month Vimto received top honours in the Food and Drink category for its Seriously Mixed Up Fruit campaign at the Marketing Society Northern Awards. Commenting, Neil Gibson, head of marketing for Vimto Soft Drinks, said: "The Vimto brand has achieved its highest ever value in a market that is declining, showing that more consumers than ever are choosing to buy Vimto. Our strong multimedia programme has helped us to reach our target teen audience across the UK and we will continue to invest in new media to ensure this success continues. "We have also invested in our other brands Sunkist and Panda with a new marketing campaign and consumer website respectively. Since its re-launch this summer, Sunkist has grown massively in the Impulse channel and is competing well with the other fruit carbonate brands showing it is a must stock for independent retailers."

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