Vimto Soft Drinks is venturing into the flavoured water category for the first time with its new product, Vim2o.
Vim2o is a still spring water drink, flavoured with the taste of Vimto and contains No Added Sugar.
The new flavoured water is available now in a 500ml sportscap format (RSP £1.29), followed by a 250ml sportscap variant later in the year (RSP: £2.79 for 6x250ml).
Vimto has planned a £1.5m marketing campaign in support of its entire portfolio.
Over 12 million households now purchase Flavoured Water, and the category is growing twice as fast as Soft Drinks. “It makes sense for us to tap into this trend and bring the distinct fruity Vimto taste to water,” said Emma Hunt, Head of Marketing for Vimto Soft Drinks.
The brand’s previous product launch, Vimto Remix, is already worth £3.8m. Vimto expects similar success from Vim2o after 70% of sampled consumers showed intent to purchase.
Hunt concluded: “With Vim2o we’re taking all of the learnings and success we’ve had from the rest of our range to inject further value into both the No Added Sugar and Bottled Water categories.”
