Nichols has unveiled a new bottle design for its Vimto brand to help retailers increase soft drinks sales and drive stand out on shelf.

The supplier has said the new design delivers a cleaner, bolder and more modern look and is designed to represent the brand’s personality. The redesign is centered around a ‘V’ to help draw customers attention.

The news comes as the Vimto brand is currently worth £96m, with brand sales growing in value by 6.3% year on year.

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Becky Unwin, senior brand manager at Vimto, said: “The new design pays homage to the brand’s 113-year heritage with the inclusion of ‘since 1908’, as well as the brand’s red, white and purple colour palette.

“As one of the leaders in healthy hydration, the new modern design stands out on shelf and enables us to highlight more of our product benefits, such as real fruit ingredients and added vitamins – all helping consumers to navigate the options available to them.”

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