These Vimto Squash Drinks are Flavorful and Functional
Michael Hemsworth — March 28, 2021 — Marketing
References: vimto & conveniencestore
These Vimto Squash drinks are coming to the market in the UK to help parents satisfy the preferences of younger consumers without losing sight of nutritional needs. The drinks are positioned as the only squash-style range of beverages in the UK that offer both vitamin C and vitamin D liquid fortification. This will help make the drinks more applicable for parents who might be weary of them thanks to their new health-focused recipe.
Senior Brand Manager, Vimto Becky Unwin spoke on the newly launched Vimto Squash drinks saying, "As part of our ongoing commitment to provide consumers with healthier choices, we believe vitamin fortification is more important than ever. Our innovation team have reimagined our core squash portfolio to ensure that not only do we offer those all-important fortified vitamins but also on-trend, super fruit, flavours. The inclusion of health credentials should never mean having to compromise on the flavour experience, so we are thrilled to relaunch our core squash range in this way. With 90% saying they would purchase our new offering, we couldn’t be happier with how the new design and fortified recipe performed during consumer testing. We place a huge amount of importance on ensuring that any new Vimto variant 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.”
Senior Brand Manager, Vimto Becky Unwin spoke on the newly launched Vimto Squash drinks saying, "As part of our ongoing commitment to provide consumers with healthier choices, we believe vitamin fortification is more important than ever. Our innovation team have reimagined our core squash portfolio to ensure that not only do we offer those all-important fortified vitamins but also on-trend, super fruit, flavours. The inclusion of health credentials should never mean having to compromise on the flavour experience, so we are thrilled to relaunch our core squash range in this way. With 90% saying they would purchase our new offering, we couldn’t be happier with how the new design and fortified recipe performed during consumer testing. We place a huge amount of importance on ensuring that any new Vimto variant 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.”
Trend Themes
1. Vitamin-fortified Beverages - The trend of incorporating functional ingredients, such as vitamins, into traditional beverages is on the rise.
2. Health-conscious Beverages for Kids - There is a growing demand for beverages that cater to the health needs of younger consumers while still being flavorful and fun.
3. Innovative Juice Flavors - Brands are exploring exotic and unique super fruit flavors that offer a new and different taste experience for consumers.
Industry Implications
1. Beverage Industry - Players in the beverage industry can capitalize on the trend of vitamin-fortified drinks and incorporate functional ingredients into their products.
2. Children's Beverage Market - Brands can develop health-conscious beverages that are targeted specifically towards younger consumers and their parents and offer a wider range of flavors and functional benefits.
3. Super Fruit Industry - The super fruit industry can partner with beverage companies to offer unique and exotic flavors that can be incorporated into innovative juice products.
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