In an innovative move, the Vimto Fans’ Edition emphasizes consumer collaboration, aiming to boost its presence in-store and encourage impulse buys. As competition intensifies in the food and beverage industry, this strategy aligns with emerging food manufacturing trends.
Launching this month, the new product line presents two unique flavors: Pina Guava (Pineapple & Guava) and Sunset Papaya-dise (Orange & Papaya). Each flavor combines familiar UK fruits with an exotic twist, showcasing the brand’s commitment to food and drink innovation.
The striking packaging design is crafted to capture consumer attention while highlighting the fruits and flavors. This approach stays true to Vimto’s brand elements and embodies effective food and drink packaging strategies.
Angela Reay, marketing director at Nichols, remarked: “Limited editions are a proven driver of impulse sales, but we wanted to go one step further by putting our fans at the heart of the process.”
“By giving them an early preview and inviting them to help shape the flavours and design, we’ve created a range that delivers bold taste, standout shelf presence and a great story for shoppers, while helping retailers keep the fixture fresh and exciting.”
Through a targeted social media campaign, the Fans’ Edition range emerged from consumer input. Vimto encouraged audience engagement on Instagram, inviting them to suggest names and vote on the final design.
This interactive strategy not only engaged consumers but also provided the limited-edition series with a compelling backstory. Consequently, concept testing indicated strong consumer appeal, making it relevant in today’s market.
With this launch, drinks manufacturer Nichols aims to enhance brand distinctiveness and challenge established competitors within a rapidly evolving market. By focusing on these food and drink consumer trends, they position themselves for success.
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