The new look is being rolled out this month and will “deliver a cleaner, bolder, and more modern look that represents Vimto’s unique and refreshingly different brand personality”.
The design will keep its red, white, and purple colour palette, but now features a “striking V” and a “since 1908” message which “pays homage to the brand’s 113-year heritage”.
Becky Unwin, senior brand manager for Vimto, said: “As one of the leaders in healthy hydration, the new modern design stands out on shelf and enables us to highlight more of our product benefits, such as real fruit ingredients and added vitamins – all helping consumers to navigate the options available and make Vimto the obvious choice.”
Vimto said it has seen consistent year-on-year growth for the past decade and is now worth £96m, with brand sales up 6% year on year and growing almost three times faster than the category.