Nichols Plc is relaunching its core squash range Vimto with an emphasis on it now containing Vitamins D and C, alongside a new flavour, Blackberry, Raspberry and Blueberry.

Available from April, the launch follows the roll out of a new brand identity earlier this year across the entire Vimto range.

The supplier said as the number-two Squash brand in the UK, part of Vimto’s ambition is to reframe the squash category with new flavours and functional health benefits, “providing consumers with additional reasons to shop the category and driving sustainable incremental long-term growth”.

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It added over the past ten years, the squash category had become stagnant, however with an increase in tap water consumption and in-home occasions, recent value sales of squash have increased by 15.1% year on year.

Squash, it stated, also caters to a need for ‘healthy hydration’, the second biggest draw in to buying into the category.

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Becky Unwin, senior brand manager at Vimto, said: “As part of our ongoing commitment to provide consumers with healthier choices, we believe vitamin fortification is more important than ever.

“We place a huge amount of importance on ensuring that any new Vimto variety serves to fill a gap in the market, whether that be from a category, flavour or benefits perspective, and we believe our new squash range does exactly that.”

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