Vimto markets Levi Roots soft drinks range

Levi Roots: blends exotic fruit juice and soft drinks flavours for Vimto
Levi Roots: blends exotic fruit juice and soft drinks flavours for Vimto

Vimto soft drinks, is launching a new fruit juice and fizzy drinks range branded by Levi Roots, the entrepreneur behind Reggae Reggae Sauce.

The new brand features the entrepreneur's "own blend" of exotic fruit juice and soft drinks flavours, such as Fiery Root Ginger Beer with Lime 'n' Honey and Spicy Reggae Tomato Juice.

Vimto soft drinks, which also owns Sunkist, intends to distribute the new brand extensively across the multiple, cash and carry, wholesale and independent markets. It will become available in Tesco and Asda later this month, and a marketing campaign will follow in April.

The brand is expected to boost the flavoured carbonates and fruit juice categories within the £6.1bn UK soft drinks market.

Neil Gibson, head of marketing at Vimto Soft Drinks, said: "Introducing Levi Roots into the soft drinks market is very exciting as we know there's fantastic potential for the range, given its unique proposition in a growing category.

"Levi has successfully used his unconventional style to challenge the 'big boys' in the market and, as we're a company that also likes to do things differently, this gives us the right ingredients to come together and create a recipe for success."

Roots first came to the nation's attention on BBC's 'Dragons' Den' in 2007, where he pitched his Reggae Reggae Sauce, which has since launched in stores across the UK.

In January, Vimto launched a new bottle with a sportscap to target teenagers "on the go".

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer