Vimto overhauls packaging to highlight health benefits

LONDON - Vimto is repackaging its cordial to highlight its health benefits and give the brand a premium positioning.

The redesign, which will be rolled out across Vimto's four bottle sizes, features images of fruit, underlining the drink's juice content. Design was by Drinks Works.

Vimto recently introduced a 250ml version of the drink for children's lunchboxes. It plans further innovations over the coming months.

According to ACNielsen, Vimto cordial sales grew by 6% in the year to March, while the overall cordial market grew by 5%. Its adspend is £3.5m this year.

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