Vimto launches still spring water drink

By Nikkie Sutton

- Last updated on GMT

Target market: Vim2o is aimed at the more health conscious consumer
Target market: Vim2o is aimed at the more health conscious consumer
Vimto is set to enter the flavoured water category for the first time with the launch of Vim2o.

The still spring water drink, which is flavoured with the taste of Vimto and contains no added sugar, will be available in 500ml and 250ml sportscap formats.

Vimto head of marketing Emma Hunt outlined the drivers behind flavoured waters and the reasons why the soft drinks company has tapped into water.

Water is more popular than ever

She said: “Water is more popular than ever. It is the best-performing soft drink, currently worth more than £1bn and growing at 7.6%.

“One of the drivers for this is flavoured waters. More than 12m households now buy it and the category is growing at twice the rate as the soft drinks market so it makes sense for us to tap into this trend and bring the distinct fruity Vimto taste to water."

Hunt also explained how consumer demand is evolving and how Vim2o is aimed at them.

No added sugar is seeing major growth

She added: “As health remains high on the agenda, the no-added-sugar sector is also seeing major growth, but it is one we think is currently being under-serviced.

“Consumers are not receiving the choice they deserve, hence why they are converting from traditional soft drinks to bottled water.

“Vim2o is perfectly positioned to help operators tap into this trend and fuel growth in the bottled water category.

“With Vim2o we’re taking all of the learnings and success we have had from the rest of our range to inject further value into both the no-added-sugar and bottled water categories.”

Related topics: Soft & Hot Drinks, Soft drinks

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